How building inclusive organizational cultures drives business results—and why making people curious beats trying to change their minds
When Dr. Peter Flores III introduces himself and his business, Praxis Lead Equity, you immediately notice something different. His choice of words is deliberate, careful, and deeply intentional. And as he explains in this episode of MemberFix Radio, there's a good reason for that: words matter.
Three Careers, One Through-Line: Leadership
Peter's journey to founding Praxis Lead Equity is anything but conventional. He started as a young man in the military, not intending to make it a career. But 25 years later, he retired from the U.S. Navy after rising to leadership positions during Operation Iraqi Freedom.
His second career took him into K-12 education, where he started as a teacher and eventually rose to district-level administration. Both careers shared a common foundation: leadership.
Now in his third career, Peter combines everything he learned about leadership and equity to help organizations build cultures of inclusion and belonging.
What is Praxis? Understanding the Framework
The name “Praxis Lead Equity” isn't random. Peter discovered the concept of praxis through his research on educator Paulo Freire. As Peter explains:
“Praxis is an evolution of critical thinking. It deals with critical awareness or critical consciousness, critical reflection, critical analysis, and then finally, once all of those are working, then you can come up with some critical action.”
This four-fold approach forms the backbone of Peter's work:
- Critical Consciousness – Becoming aware of systems, biases, and patterns
- Critical Reflection – Examining your own thinking and assumptions
- Critical Analysis – Breaking down complex issues systematically
- Critical Action – Taking intentional, informed steps
“Praxis is intentional activism,” Peter says. “It's dynamic and complex, just like relationships and businesses.”
Equity vs. Equality: Why the Distinction Matters
One of the most important distinctions Peter makes is between equality and equity—terms that are often confused but mean very different things.
Equality means giving everyone the same resources or opportunities.
Equity means giving people what they specifically need to succeed, acknowledging that we don't all start from the same place.
This matters in business because diverse teams with different backgrounds, perspectives, and experiences need different types of support to thrive. One-size-fits-all approaches don't work.
Who Does Praxis Lead Equity Serve?
Peter primarily works with:
- K-12 educational institutions
- Colleges and universities
- Federal government agencies (including NIH and FDA)
- Businesses looking to build inclusive cultures
What unites all these clients? They're led by people who understand that diversity is a strategic advantage and are willing to do the hard work of identifying and eliminating cultural blind spots.
The Technology Challenge
Like many of us running businesses, Peter faces the challenge of keeping up with technology. He uses WordPress and LearnDash for his membership site and training delivery, and he's exploring social media platforms like TikTok to expand his reach.
“My biggest challenge is catching up,” Peter admits. “It's knowing how these platforms can help my business.”
He wants to be able to respond quickly to misinformation and provide timely, authentic perspectives on complex issues—but the technical learning curve is real.
The Power of Curiosity Over Persuasion
Perhaps the most powerful insight from this conversation is Peter's approach to changing minds. He explains:
“I used to think that my job was to get you to change your mind. And if you didn't change your mind and start thinking like me, I failed. I don't think that anymore. My job is to make you curious about why you think the way you do and have you do your own inside-out work.”
This is a radically different approach than most persuasion tactics. Instead of trying to force people to think differently, Peter:
- Asks thoughtful questions
- Provides context and clarification
- Introduces new frameworks for thinking
- Creates space for people to reach their own conclusions
“When I hear something like, ‘Well, I never thought about it that way,' I know I've done my job,” Peter says.
Equity Requires Action
Peter's logo includes a key phrase: Equity Requires Action.
“I could sit here and talk to you about equity all day long,” he explains, “but if you're not going to take what I'm sharing with you and put some action behind it, you might as well not even call it equity.”
This is where his praxis framework comes full circle. Critical thinking and reflection are important—but without action, nothing changes.
Why This Matters for Membership and Subscription Businesses
If you're running a membership site, community, or any recurring revenue business, Peter's insights are directly applicable:
- Your members come from diverse backgrounds – They need different types of support and onboarding to succeed
- Culture drives retention – When people feel belonging and inclusion, they stay longer
- Words matter – How you communicate shapes member experience and perception
- Action matters more than values statements – Members notice what you DO, not just what you say
Research consistently shows that organizations with inclusive cultures where people feel genuine belonging outperform their competitors. This isn't just about doing the right thing—it's about business results.
Final Thoughts
Dr. Peter Flores III brings a unique combination of military leadership, educational expertise, and deep knowledge about building inclusive cultures. His framework of critical consciousness, reflection, analysis, and action provides a practical roadmap for any leader looking to eliminate blind spots and build organizations where everyone can thrive.
Most importantly, he reminds us that sustainable change comes from curiosity, not coercion. By making people curious rather than trying to force them to think differently, we create space for genuine transformation.
Connect with Dr. Peter Flores III: https://praxisleadequity.com
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