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Joseph Cooke

Q&A, Forty Under 40 Winner 2021, President and co-founder, WPIC Marketing + Technologies, Age 39
Joseph Cooke

Q&A with Joseph Cooke, Forty Under 40 Winner 2021, President and co-founder, WPIC Marketing + Technologies, Age 39

Who or what is responsible for your work ethic?

My parents, my teachers, my colleagues and all my former bosses — both the good ones and the bad ones. 

What is your guilty pleasure? 

A greasy burger (vegetarian).

What is the best book you would recommend? 

The Metronome Effect by Shannon Byrne Susko. 

Now that you are (or are close to) entering your forties, what goals have you set for yourself? 

Professionally, continuing to grow WPIC to bigger and better heights. Personally, to savour every moment with my family, and to be more involved in our community. 

What was your childhood career dream?

To be an astronaut. 

Name your happiest place. 

Tough to pick one, but either: a) anywhere in the world with my family; b) trail running on Bowen; c) on a surfboard in any ocean. 

What was your toughest business or professional decision? 

Walking away from an excellent career trajectory in a corporate setting with a one-month-old daughter and deciding to step out on my own. 

What advice would you give your 20-year-old self?

Think bigger and take more risks.

What is your best habit? 

Waking up at 4 a.m. every day. 

Tell us one improbable fact about yourself. 

My brother and I had a sibling rivalry that ended the day we went into business together. Close to 20 years later, he’s still my most trusted partner. 

Best piece of advice ever received?  

The days are long, and the years are short. 
Biggest learning (about life or business) during the pandemic?

Empower and rely on the team around you — they will carry you through the challenging times. 

What career highlight are you most proud of?

This year, we hired our 300th global team member, while at the same time awarding our first-ever employee with recognition of her 10 years of service and tenure.