Chris Cooke is the Founder of Ethikai, where he works with MSP founders and IT Channel leaders who built impressive businesses and then found themselves trapped inside them.

With deep roots in channel operations, including running operations at The Network Group, and for a leading MSP. Chris has seen virtually every flavour of operational challenge the industry throws up. He now helps leaders escape the reactive firefighting cycle and build businesses that run on clarity, accountability, and purpose rather than the founder being the answer to every question.

A self-confessed Integrator (92% on Traction), Chris specialises in helping leaders articulate what success looks like to them and turning ambitious visions into operational reality. His work sits at the intersection of leadership transformation and operational excellence, helping channel businesses build the internal foundations that make advisory positioning credible, not just aspirational.