Why CEOs in Peer Advisory Groups Make Better Decisions

Navigating the turbulent waters of small-to-medium-sized business leadership can be an isolating and formidable journey. CEOs and founders grapple with multifaceted decisions, uncharted territories, and the unrelenting pressure to steer their companies toward success. In this relentless pursuit, one invaluable resource often goes unnoticed – the peer advisory group.

This post delves into the compelling reasons why CEOs in peer advisory groups consistently make better decisions, and why every leader should consider embracing this transformative opportunity.

Defining Peer Advisory Groups:

CEO peer advisory groups are assemblies of like-minded business leaders who convene regularly to share their insights, experiences, and advice concerning various aspects of business leadership. These groups encompass a diverse mix of individuals from distinct industries and backgrounds, fostering fresh ideas and offering a confidential haven for CEOs to discuss challenges, brainstorm solutions, and receive constructive feedback.

Harnessing Collective Wisdom:

The cornerstone of joining a peer advisory group lies in the reservoir of collective wisdom it offers. CEOs often grapple with the solitude of decision-making, with limited opportunities to bounce ideas off others. In a peer advisory group, they tap into a goldmine of knowledge and expertise from individuals who have traversed similar challenges and celebrated similar triumphs in their businesses.

  • Diverse Perspectives: Peer advisory groups amalgamate leaders with varied backgrounds, industries, and experiences, shedding light on blind spots and furnishing alternative viewpoints that a CEO might not otherwise contemplate. It encourages innovative thinking and holistic decision-making.

  • Objective Feedback: Within these groups, CEOs receive honest and unbiased feedback on their ideas and strategies. Unlike internal teams or stakeholders, peers harbor no vested interests, enabling them to provide constructive criticism and challenge assumptions.

  • Learning from Mistakes: Sharing failures and mistakes forms a vital facet of the peer advisory group experience. Learning from the trials and tribulations of others can steer CEOs away from repeating costly errors, saving precious time and resources.

  • Accountability: These groups often hold their members accountable for their decisions and goals. The knowledge that a group of peers will inquire about your progress provides motivation and ensures that decisions are effectively implemented.

Enhancing Decision-Making Skills:

Joining a peer advisory group turbocharges your decision-making prowess in several ways:

  • Faster Decision-Making: These groups offer a platform for CEOs to swiftly evaluate their options and make informed decisions. The collective intelligence of the group can expedite the process, especially when time is of the essence.

  • Reduced Risk: Isolated decision-making can be risky. Peer advisory groups assist CEOs in spotting potential pitfalls and mitigating risks through discussions and shared experiences, ultimately resulting in better-informed choices.

  • Improved Problem-Solving: CEOs often confront intricate problems that demand innovative solutions. In peer advisory groups, brainstorming sessions and collaborative problem-solving exercises can germinate creative approaches that might otherwise remain undiscovered.

  • Stress Reduction: The weight of high-stakes decisions can be emotionally draining. The support network in a peer advisory group alleviates stress and anxiety, allowing CEOs to make more composed decisions.

Building Robust Leadership Skills:

In addition to amplifying decision-making abilities, peer advisory groups also contribute to personal and leadership development:

  • Communication Skills: Regular discussions and presentations in the group enhance a CEO’s communication skills, equipping them to be more effective leaders in their own organizations.

  • Conflict Resolution: Disagreements and conflicts are natural in any group setting. Learning to navigate these challenges within a peer advisory group equips CEOs with invaluable conflict resolution skills that they can apply in their businesses.

  • Accountability: Peer advisory groups often establish personal and professional goals for their members, fostering a sense of responsibility for their growth and development.

  • Networking Opportunities: Beyond the peer advisory group itself, CEOs gain access to a valuable network of contacts and resources through their fellow members, opening doors to new opportunities and partnerships.

Success Story Examples

To illuminate the tangible benefits of peer advisory groups, let’s delve into examples from CEOs who experienced remarkable improvements in their decision-making processes and business outcomes:

  • Navigating a Competitive Landscape: David, the CEO of a chain of chiropractic offices, confronted fierce competition in his local market. In his peer advisory group, he sought guidance on differentiating his clinics and attracting more patients. Fellow CEOs shared successful marketing strategies, and one member, who owned a furniture business, shared creative approaches to in-store promotions. David implemented these marketing techniques, which led to a substantial increase in patient appointments and boosted the reputation of his clinics.

  • Succession Planning: John, the owner of a well-established manufacturing company, found himself in a daunting predicament when it came to succession planning for his family-run business. He had read extensively on the subject but was struggling to navigate the intricacies of transferring leadership to the next generation while ensuring the company’s long-term sustainability. Feeling overwhelmed, John turned to his peer advisory group for guidance. Among his fellow CEOs, he discovered Sasha, a member who had benefited from a seamless generational transition from Sasha’s father’s manufacturing business to her. Their invaluable insights, gleaned from the challenges and triumphs of their own succession journey, provided John with a roadmap for navigating this complex process.

  • Innovating in the Furniture Industry: James, the owner of a furniture store retail chain with several rural locations, grappled with a dual challenge of sales erosion and maintaining employee engagement across the stores. Alarmed by declining profits and a disengaged workforce, he sought assistance within his trusted peer advisory group. Within the group, he connected with fellow CEOs who had successfully tackled similar issues by implementing innovative local marketing strategies tailored to rural communities and fostering a culture of employee empowerment and recognition. Encouraged by his peer’s experiences, James implemented these strategies, resulting in not only an improvement in sales but also a significant boost in employee morale and engagement across all his rural store locations. This transformation underscored the invaluable role of peer collaboration in addressing multifaceted challenges in the retail industry.

Choosing the Right Peer Advisory Group:

Joining a CEO peer advisory group can be transformational, but selecting the right one is paramount. Consider these factors when making your choice:

  • Compatibility: Seek a group of non-competing members who share your values, business ethics, and professional goals. Compatibility ensures a more productive and harmonious experience.

  • Size: Reflect on the group’s size. Smaller groups may offer more personalized attention, while larger ones present a broader range of perspectives.

  • Facilitator: A professional, skilled facilitator can make a substantial difference in group effectiveness. They should ensure discussions are focused, productive, and respectful.

  • Meeting Structure: Look for groups that follow a format that helps members to grow as leaders. This may include a disciplined approach to issue processing and the availability of expert speakers.
  • Confidentiality: Trust and confidentiality are paramount in peer advisory groups. Verify that all members are committed to maintaining the highest level of trust and confidentiality within the group.


CEOs and founders of small-to-medium businesses confront a multitude of challenges on their path to success. While the responsibility of decision-making often rests squarely on their shoulders, they need not journey alone. Peer advisory groups offer a unique opportunity for CEOs to tap into the collective wisdom of their peers, enhance their decision-making skills, and evolve as leaders.

In today’s fiercely competitive business landscape, the advantages of joining a peer advisory group cannot be overstated. From diverse perspectives and objective feedback to accelerated decision-making and personal development, these groups empower CEOs to make better decisions and, in turn, steer the growth and prosperity of their businesses.

If you’re a CEO or founder aiming to sharpen your decision-making abilities, broaden your network, and gain priceless insights from experienced peers, now is the time to contemplate joining a peer advisory group. The support and knowledge you’ll gain from such a group may well be the catalyst your business needs to thrive in an ever-evolving marketplace.

Don’t hesitate – take the step toward becoming a more adept decision-maker and leader today by exploring the possibilities of a peer advisory group.

As CEOs, we confront critical choices – growth strategies, succession planning, employee engagement, leadership development…the list seems endless. The weight of these decisions can feel exhilarating, yet also stressful. And lonely.

Even though I started an INC. 500 company, I spent too many years trying to navigate it all solo. I’ve learned every CEO needs a community of peers who understand the unique challenges we face.

Peernacle is a private peer advisory group where leaders in southern Virginia come together and help one another to make better decisions and grow as leaders. If you’re looking for a community where you can gain insight from others who have sat in your seat, explore Peernacle group membership.