Jonny Cooper spent 12 years as a professional musician, touring the world as a pianist before realizing he didn’t want to be broke forever and transitioning into sales. He gained experience selling home improvements, houseboats, hot tubs, and holidays, among other ventures, before building a financial services firm from scratch and scaling it to £10.2 million in turnover prior to selling it to a PLC. 

He then spent a decade in corporate consulting, working with clients such as Aston Martin, Optical Express, Argos, and many others. In 2017, he launched Everyone Hates Marketing, growing it into a 7,500-member Facebook community, and went on to train over 1,200 coaches, therapists, and consultants to launch their own online businesses. In May 2024, Jonny launched CIB to help consultants secure lucrative corporate engagements, and he now works exclusively with a select group of individuals within the CIB community.

In today’s episode of Smashing the Plateau, you will learn how to leverage your experience for corporate consulting success and develop a mindset for continuous growth.

Jonny and I discuss:

• How Jonny navigated career pivots, from music to financial services to consulting [01:42]
• The pivotal moment that pushed Jonny to seek new opportunities [01:58]
• Lessons in scaling and selling a service-based business [04:22]
• Why consultative selling is critical for landing corporate clients [10:31]
• The questions you should ask to connect with decision makers [11:10]
• How to use data-driven insights to break through the noise and win contracts [14:23]
• The role of community and peer support for consultants [18:16]
• How to build intentional, high-value communities [20:45]
• The importance of maintaining a growth mindset in your entrepreneurial journey [22:32]
• Jonny’s advice for adapting to new challenges and technologies [23:15]

Learn more about Jonny at https://cib.global/.

Thank you to Our Sponsor:

The Smashing the Plateau Community

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About Smashing the Plateau

Smashing the Plateau shares stories and strategies from corporate refugees: mid-career professionals who’ve left corporate life to build something of their own. 

Each episode features a candid conversation with someone who has walked this path or supports those who do. Guests offer real strategies to help you build a sustainable, fulfilling business on your terms, with practical insights on positioning, growth, marketing, decision-making, and mindset. Woven throughout are powerful reminders of how community can accelerate your success.

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