Why We Do What We Do
We help leaders see what they can't see for themselves, unlocking the potential that was always there and creating ripples that transform their teams, families, and communities.
The business owners we work with didn't set out to create chaos. they built incredible companies but got stuck firefighting instead of leading. We step in with fresh eyes and channel operations experience to spot what they struggle to see, tell them what they need to hear, and build the systems that create genuine clarity.
Our name blends 'Ethical' and 'Ikigai', the Japanese philosophy of purpose-driven living. We believe in fact over fiction, barrier elimination, and compassionate truth.
We're not just consultants who fix things and leave. We're building a movement of 10,000 purpose-driven leaders who'll redefine how business gets done. Because when clarity replaces chaos, the opportunities flow.
Our Story
We get it because we've lived it. Our expertise isn't from textbooks, it's from years in the IT channel trenches, working alongside MSPs, VARs, and solution providers who know technology inside-out but sometimes feel lost on the business side.
We've witnessed the stark contrast between businesses drowning in chaos and those running like well-oiled machines. We understand the unique challenges of recurring revenue models, technical team dynamics, and client expectations that border on unreasonable. This isn't theoretical knowledge, it's battle-tested from people who actually live the IT channel.
Our founder, Chris, lives our values both professionally and personally. That photo? Him crossing a triathlon finish line with his two daughters. Whether he's pushing through the final kilometres of a race or helping leaders break through business barriers, the principle is the same: the potential was always there, you just needed someone to help you unlock it.
We're not consultants who deliver fancy reports and vanish. We become part of your team, building frameworks that work when everything goes sideways. Because when the chaos stops, the opportunities flow.
How We Help Our Clients
We're your operational sounding board,the fresh eyes who spot what you're too close to see and help you fix the root cause, not just the symptoms.
We help you shift from "how do I do everything?" to "who's better at this than me?" Building a business where the right people are in the right seats, doing what they do best, whilst you finally get to lead instead of firefight.
Our promise: once we've completed the work together, you'll have absolute clarity on your next critical steps, or we keep working until you do, no additional fees.
When clarity replaces chaos, everything changes.
5 Simple Steps to Success
Because transforming your organisation shouldn't be complicated We've stripped away the corporate fluff to create a straightforward 5-stage journey that delivers real results. Starting with our very first conversation, we're committed to adding value at every step. No hard sells, no complex processes - just honest discussions and practical solutions. And if we're not the right fit? We'll help you find someone who is. That's our promise to you.
1. Get clear on what you actually want
We start with the question nobody else asks: what do you actually want? Not what you think you should want, what do YOU want your life to look like? Before fixing anything, we define your version of success.
2. Face the reality of where you are
Honest evaluation of your foundations. Your team, your operations, your finances, your leadership. No sugarcoating. We spot the root causes you're too close to see. You can't fix what you won't acknowledge.
3. Fix what's broken in the right order
We rebuild the fundamentals: right people in right seats, systems that work without you, financial clarity, leadership capability. This isn't about growth tactics, it's about building something solid.
4. Connect everything to your definition of success
Once foundations are solid, we align your operations, team, clients, and strategy to your vision. This is where purpose ties to profit and your team understands not just what they're doing, but why.
5. Build systems that keep you there
Implementation isn't one-time. We create rhythms, accountability structures, and systems that maintain what you've built. Regular check-ins, defined metrics, and the discipline to stay focused on what matters.
Proof that it works
At Ethikai we pride ourselves on delivering tangible results that make a real difference in our clients' lives. Here's a real testimonial that highlights our impact:
“Chris has been instrumental in keeping us focused on what truly matters in our business. He skillfully guides us through meetings and decision-making processes, asking thoughtful and curious questions that help uncover assumptions or potential mistakes. His deep knowledge of our industry and business practices is an invaluable asset. Chris consistently goes above and beyond, always coming to meetings fully prepared and following up promptly, often ahead of schedule. His dedication and expertise have made a significant positive impact on our business.”
- Chris Morrell | Client Services Director | ProDrive IT
Chris Cooke
Founder & Lead Consultant
Certified Working Genius Facilitator with years of experience in MSPs and the IT channel.
Working Genius: Discerner & Enabler
DISC: Decisive & Cautious
16 Personalities: 'The Manager' - ESTJ
Enneagram: Giver
