Human on the Inside with Cuppa TV’s Luke Cook
Human on the Inside. We’re big believers in the power of human skills. But don’t just take our word for it - the evidence for excellence powered by human (‘soft’) skills is everywhere! In this engaging, ever-enlightening series, we speak with industry leaders, innovators and game-changers to learn a little about their personal career journeys, and how human-led strategies, philosophies and cultures are proving a force for good in their working worlds …
Maxme: Welcome Luke, and thanks for stepping into the #SuccessIsHuman Spotlight!
You’re the Founder & Host of Cuppa & Cuppa.tv, a live and on-demand conversation platform for businesses that enhances their people's well-being, work performance, and sense of belonging.
In 1 sentence (ok, we’ll give you 3), what does this role entail?
Luke Cook: My role is about sparking conversations that matter—creating a safe space for people to explore tough, nuanced topics that impact their well-being, work performance, and connection to others. At its core, it’s about turning conversations into catalysts for change, helping businesses foster cultures of inclusion, empathy, and engagement. It’s meaningful work that blends storytelling, curiosity, and community-building into something truly transformational.
M: You’ve spent the last 4+ years creating and hosting meaningful conversations via Cuppa - covering topics from transgender issues and First Nations perspectives, to disability and domestic violence. Through this platform, you’ve helped over 270+ businesses address complex issues and foster a culture of inclusion, empathy, and engagement.
Alongside your work as the Founder of Cuppa, you’re also the Founder & CEO of FUNLOCKA where you’re on a mission to increase community happiness through FUN, personalised and memorable experiences.
Earlier in your career you worked in radio as National Promotions Manager for the Australian Radio Network, and NSW Sales Director Authentic Entertainment Australia.
How does all this work speak to your personal purpose and what drives you as an individual?
LC: Everything I do—whether through Cuppa, FUNLOCKA, or my early career in radio—is rooted in a simple but powerful idea: people (and myself included) thrive when they feel connected, inspired, and valued. My purpose is to create moments that spark joy, reflection, or transformation. I’ve experienced the highs and lows of life, and what drives me is the belief that through storytelling and meaningful experiences, we can make the world a little kinder, a little brighter, and a whole lot better.
M: Tell us a little about your personal education pathway/s - what led you to where you are now? How closely do your formal qualifications match your current career?
LC: My education was a foundation, completing school and getting an advanced diploma in marketing, but life has been my greatest teacher. I learned resilience, creativity, and adaptability through experiences that no classroom could replicate. While my qualifications helped me get started, my career path has been about staying curious, saying yes to opportunities, and following a passion for bringing people together. Every twist and turn has shaped the work I do today.
I feel that our ‘Life’s Resume’ is more important than our actual resume.
M: If you could share one piece of career advice to your 21 year old self it would be ...
LC: Don’t wait for the perfect moment—start before you’re ready. Take risks, trust your gut, and don’t be afraid to fail. Every stumble is a lesson, and every lesson brings you closer to where you’re meant to be.
M: Maximising the potential of individuals, communities and businesses through the power of human skills is the reason Maxme exists. Can you tell us a little about the role and / or value of human skills in your workplace right now?
LC: Human skills are everything. They’re the glue that holds teams together, and the magic that brings great ideas to life. Empathy, communication, adaptability—these are the skills that foster connection, trust, and unlock potential. In our work at Cuppa, they’re not just valued; they’re essential.
M: Self Awareness sets the critical foundation for all Maxme learning experiences. With that said … what’s your strongest trait / personal super power?
LC: I’d say it’s my ability to connect with people on a deeper level. Whether I’m hosting a conversation or mentoring someone, I have a knack for making others feel seen, heard, and valued. It’s that human connection that fuels everything I do.
M: And on the flip side, what’s one human / ‘soft’ skill you’ve had to really work on improving over the course of your career?
LC: Patience. I’m an ideas person and a doer, so slowing down and letting things unfold naturally has been a big learning curve for me. It’s something I consciously work on every day.
M: If you could share one piece of career advice with recent Uni graduates or candidates keen to become an entrepreneur like yourself, what would it be?
LC: Be curious, stay humble, and surround yourself with people who challenge and inspire you. Entrepreneurship isn’t a solo journey—it’s about building relationships, embracing failures, and always staying true to your purpose.
M: You’ve been granted approval to add one University graduate to your team, but have 100 applicants, all with outstanding academic results. How do you find your perfect candidate - what are you looking for?
LC: I’d look for someone with self-awareness, empathy, and a genuine hunger to make an impact. Skills can be taught, but attitude and alignment with our values are non-negotiable. I’d want to know what drives them, how they handle challenges, and what they’re most passionate about outside of work.
M: In the words of John Dewey, “education is not preparation for life, education is life itself.”
What’s next on your #learning agenda?
LC: I want to deepen my knowledge in storytelling as a tool for driving social impact. I believe stories have the power to inspire action, and I’m curious about how to amplify this impact through creative mediums like documentaries, podcasts, and live events. Alongside that, I’m exploring ways to build more inclusive workplaces where everyone feels valued and can thrive.
To learn more about Luke and his work through cuppa.tv head here.
Ready to develop the human skills within your organisation, team or self? Explore our menu of Maxme Products & Programs or simply download the Hodie app to get started today.
Prefer to talk through your options? Simply contact us at any time.