Cara Peek | Co-founder | The Cultural Intelligence Project Pty Ltd
Cara Peek’s journey in business has been anything but conventional. As a proud First Nations woman, she has always been deeply connected to her community and culture. She began her career as a lawyer but quickly realized that real change required a more hands-on approach. This realization led her to entrepreneurship, where she could design culturally intelligent solutions to systemic challenges. As the co-founder of The Cultural Intelligence Project and the founder of Saltwater Country, she has created platforms that empower Indigenous communities and drive both economic and social impact. At EliteX, we are proud to have Cara Peek as part of the edition: 10 Elite Businesswomen in Australia, 2025.
Her inspiration for stepping into entrepreneurship was driven by a strong desire to create opportunities where none existed. Indigenous voices are often excluded from economic and leadership spaces, and she wanted to change that. Witnessing firsthand the barriers her community faced in employment, business, and education, she knew a new approach was necessary. By integrating cultural intelligence with innovation, she has built initiatives that bridge these gaps and bring about meaningful change.
“Back yourself even when the path isn’t clear.”
Throughout her career, she has faced significant challenges, including access to capital, cultural and gender bias, and being underestimated. These obstacles have often stemmed from other people’s limited understanding of the potential of Indigenous-led initiatives. However, rather than allowing these challenges to deter her, she has used them as fuel for innovation. By building strong networks, leveraging strategic partnerships, and using her negotiation skills, she has carved out spaces where Indigenous entrepreneurs can thrive. Resilience, adaptability, and unwavering commitment to her mission have been crucial in overcoming these hurdles.
Maintaining a balance between work and personal life is an ongoing practice for her. When traveling for work, she ensures that she stays long enough to experience and appreciate the food, culture, and people of the places she visits. Her work is deeply personal, so integrating self-care and cultural connection into her routine is essential. Spending time on Country, engaging with her community, and maintaining a fitness regimen all contribute to replenishing her energy so she can continue leading effectively. A key decision that changed her career was choosing to leave a traditional legal career and the corporate world. Recognizing that these systems were not built for people like her, she decided to create her own path. Taking that leap of faith allowed her to develop businesses and initiatives that have a tangible impact. That decision shaped her entrepreneurial journey and reinforced the importance of backing oneself, even when the path is unclear.
For young women looking to start a business, she advises them to know their ‘why.’ Having a clear purpose is what sustains an entrepreneur through the highs and lows. She also emphasizes the importance of building a strong network, learning to negotiate, and understanding the power of storytelling. Above all, she encourages young women to trust their instincts and believe in themselves. Her motivation comes from the impact of her work. Seeing young Indigenous entrepreneurs succeed, witnessing the strengthening of communities, and knowing that she is contributing to systemic change keeps her going. She surrounds herself with people who challenge and uplift her, ensuring that she is always learning and evolving.
“Business isn’t just about transactions; it’s about relationships and impact.”
According to her, some of the most important skills a businesswoman should have include strategic thinking, negotiation, adaptability, and resilience. Understanding human behavior and cultural intelligence is also crucial, as business is not just about transactions but also about relationships and impact.
Gender-related challenges have been a reality for her, often exacerbated by cultural bias. From being overlooked in rooms full of men to having her expertise questioned, she has faced many barriers. However, she has dealt with these challenges by refusing to accept ‘no’ as an answer. She owns her expertise, asserts her value, and ensures that her work speaks for itself. Creating spaces where other women, particularly First Nations women, can thrive is a priority for her. To her, a strong and successful leader is someone who empowers others. Leadership is about vision, integrity, and the ability to bring people together. Great leaders are lifelong learners who adapt, listen, and create opportunities for those around them.
Technology has played a transformative role in her business and industry. It has helped break down barriers to access and has allowed her to scale her initiatives globally. Through e-learning platforms like Cultural iQ and Peek Performance, as well as digital storytelling through Colourwash Co, she has been able to educate people worldwide while operating from remote Australia. Technology has also provided Indigenous entrepreneurs with the ability to expand their businesses and connect with broader markets.
One of the most rewarding moments in her career was witnessing young people from her programs step into leadership roles in business, community, and creative industries. Knowing that her work is contributing to generational change is incredibly fulfilling. A standout moment was seeing an 8-year-old entrepreneur from Make It Happen HQ Innovation and Gaming Hub launch Fire Monkey, her own e-commerce brand.
Looking ahead, she plans to continue expanding The Cultural Intelligence Project’s impact, particularly in corporate and global spaces. The demand for cultural intelligence in leadership is growing, and she believes her organization is uniquely positioned to lead that conversation. She is also focused on growing initiatives like Saltwater Country and The First Merch Store to further support Indigenous communities and entrepreneurs.
When it comes to handling competition and ensuring business growth, she prioritizes value over competition. Staying true to her mission and continuously innovating allows her to carve out a unique space. Collaboration is also key; rather than competing for limited resources, she believes in working with others to amplify impact. One of the best pieces of advice she can offer is to ‘Know your worth and add tax.’ This mindset has been crucial in navigating business and leadership. It serves as a reminder to understand one’s value, set boundaries, and ensure that one is compensated and respected accordingly.
“Know your worth and add tax.”
The Cultural Intelligence Project – www.theculturalintelligenceproject.com
Saltwater Country – www.saltwatercountry.com.au
Make It Happen HQ – www.makeithappenhq.com.au
Fire Monkey – www.firemonkey.com.au
The First Merch Store – www.buyaboriginal.com.au
Cultural iQ – www.culturaliq.com.au
Peek Performance – www.peekperformance.com.au
Colourwash Co – www.colourwashco.com