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Joel C. Peterson
Joel C. Peterson
Adjunct Professor, Finance
Contact Info
+1 (650) 725-6248
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JoelC.Peterson
The Robert L. Joss Adjunct Professor of Management
Academic Area: 
Finance

Research Statement

Since 1992, Joel Peterson has taught courses in real estate, entrepreneurship, and leadership at the Graduate School of Business, Stanford University. Peterson’s course focus is presently on the effective management and leadership of growing businesses. His abiding interest, however, is in students and the important decisions they will make in the business world and in their personal lives.

Bio

Joel is the Chairman of the Board of Overseers at the Hoover Institution at Stanford, as well as the Chairman of the Board at JetBlue Airways. He has served on more than three dozen boards over the past 45 years, most notable among them being The Dallas Market Center, Texas Commerce Bank (Dallas), and Asurion. He currently serves on the boards of Franklin Covey and Packsize.    

Joel is also the Founding Partner and Chairman of Peterson Partners, a Salt Lake City-based investment management firm with $1 billion under management. Peterson Partners has invested in over 200 companies through 13 funds in four primary asset classes: growth-oriented private equity, venture capital, real estate, and search funds.

Prior to Stanford Business School and founding Peterson Partners, Joel was Chief Executive Officer of Trammell Crow Company, then the world’s largest private commercial real estate development firm.  Joel earned an MBA from Harvard Business School and received his Bachelors degree from Brigham Young University, where he was valedictorian and student body president.

Joel has been awarded the 2005 Distinguished Teaching Award and the 2016 Robert K. Jaedicke Silver Apple Award at the GSB.

He and his wife, Diana, have been married for over 45 years and have 7 children and 25 grandchildren.

Academic Degrees

  • MBA, Harvard Business School, 1973
  • BS, Brigham Young University, 1971

Academic Appointments

  • At Stanford University since 1992.
  • Adjunct Professor of Management, Stanford GSB, 2011-present
  • Lecturer, Stanford GSB, 1992-1995, 1997-present

Professional Experience

  • Founder, CEO, Chairman, Peterson Ventures, Inc., 1991-present
  • Managing Partner, Trammell Crow Company, 1988-1991
  • Regional Partner, TCC Pacific Northwest, 1988-1989
  • CoManaging Partner, TC Group, 1987
  • President, Trammell Crow Residential, 1986
  • CFO, Trammell Crow Company, 1976-1985
  • Founder, Trammell Crow Services, 1985
  • Treasurer, Trammell Crow Company, 1975
  • Project Manager, Trammell Crow International (France), 1973-75
  • Student Body President, Valedictorian, Hinckley Scholar, Brigham Young University

Awards and Honors

  • MBA Distinguished Teaching Award, Stanford GSB, 2005
  • Robert K. Jaedicke Silver Apple Award, Stanford GSB, 2016

Publications

Books

The 10 Laws of Trust: Building the Bonds That Make a Business Great
Joel C. Peterson, David A. Kaplan HarperCollins Leadership, September 17, 2019.

Teaching

Degree Courses

2019-20

OB 363: Leadership Perspectives

What does it mean to be a principled leader? What role do values play in an organization, and how do successful leaders apply their values in their daily business lives? This course examines the concept of principled leadership and the various...

STRAMGT 210: Managerial Skills

In the Managerial Skills Labs we examine several common managerial challenges faced by executives. Together with Faculty, students explore these topics using four case examples, each asking students to evaluate a series of situations, develop...

STRAMGT 355: Managing Growing Enterprises

This course is offered for students who, in the near term, aspire to the management and full or partial ownership of a new or newly-acquired business. The seminar, which is limited to 45 students, has a strong implementation focus, and deals in...

2018-19

OB 363: Leadership Perspectives

What does it mean to be a principled leader? What role do values play in an organization, and how do successful leaders apply their values in their daily business lives? This course examines the concept of principled leadership and the various...

STRAMGT 210: Managerial Skills

In the Managerial Skills Labs we examine several common managerial challenges faced by executives. Together with Faculty, students explore these topics using four case examples, each asking students to evaluate a series of situations, develop...

STRAMGT 355: Managing Growing Enterprises

This course is offered for students who, in the near term, aspire to the management and full or partial ownership of a new or newly-acquired business. The seminar, which is limited to 45 students, has a strong implementation focus, and deals in...

2017-18

OB 363: Leadership Perspectives

What does it mean to be a principled leader? What role do values play in an organization, and how do successful leaders apply their values in their daily business lives? This course examines the concept of principled leadership and the various...

STRAMGT 210: Managerial Skills

In the Managerial Skills Labs we examine several common managerial challenges faced by executives. Together with Faculty, students explore these topics using four case examples, each asking students to evaluate a series of situations, develop...

STRAMGT 355: Managing Growing Enterprises

This course is offered for students who, in the near term, aspire to the management and full or partial ownership of a new or newly-acquired business. The seminar, which is limited to 45 students, has a strong implementation focus, and deals in...

Executive Education & Other Non-Degree Programs

Other Teaching

Stanford Case Studies

Paradise Bakery & Cafe: The Challenge of Success | SM285
Joel Peterson, Mark George2017
Bonobos Inc. Early Management Challenges | E368
Joel Peterson; Bethany Coates2009
Bonobos Inc. | E297
Bethany Coates, Joel Peterson2008
TodaysMama | E294
Katherine Bose, Joel Peterson2008
Amanda's Restaurants | E306
Katherine Bose, Joel Peterson2007
Bruce Wallace | E256
Patrick Arippo, Joel Peterson2007
CPG Inc. (Supplement A): Linda Lane's Private Information | E307 Supplement A
Katherine Bose, Joel Peterson2007
CPG Inc. (Supplement B): Brian Gordon's Private Information | E307 Supplement B
Katherine Bose, Joel Peterson2007
CPG Inc. Public Information | E307
Katherine Bose, Joel Peterson2007
Cross Link Software | E250
Bethany Coates, Joel Peterson2007
Three Common CEO Missteps (A Perspective From The Boardroom) | E201
Harold Grousbeck, Joel Peterson, Jeffrey Pfeffer, Alex Tauber2006
JetBlue Executing the Plan (A) | E182A
H. Grousbeck, Joel Peterson, Alex Tauber2005
JetBlue Executing the Plan (B) | E182B
H. Grousbeck, Joel Peterson, Alex Tauber2005
Tom Dixon and Macho Taco, Goal Setting Vignette | E199
Joel Peterson, Joshua Spitzer2005
Valley Fire Protection (B) | E137B
Mike Harkey, Joel Peterson2005
Blackwell Consulting Services | E173
Joel Peterson, Alex Tauber2004
JetBlue | E150
Harold Grousbeck, Joel Peterson, Alicia Seiger2003
Russell Poore | E164
Joel Peterson, Alicia Seiger2003
Lambda Healthcare Investors | RE131
Craig Blanchard, Jack Kolodny, Joel Peterson2002
Figueroa @ Wilshire | RE127
Joel C. Peterson, Kevin Taweel1993
University Circle | 2003

Service to the Profession

Board of Directors

  • JetBlue
  • Franklin Covey, Inc.
  • Packsize

Past Member

  • Bonobos
  • Ladder Capital Finance
  • Integra Healthcare
  • Dallas Market Center
  • Trammell Crow Company Board
  • Texas Commerce Bank Dallas Board
  • Covery Leadership Center Vice-Chairman
  • Asurion
  • Continental Fire and Safety
  • Accudocs

In the Media

10 Laws of Trust
Value Walk, August 7, 2016
The Real Reasons Clinton and Trump Lost America’s Trust
Fortune, August 4, 2016
How To Build A High Trust Organization
Forbes, August 3, 2016
JetBlue’s boss worried about next US president
New York Post, July 2, 2016
Trust: More Valuable Than Ever
Forbes, 12 10, 2012
Joel Peterson offers tips for entrepreneurs on laying a foundation for trust-building.
In a Great Business, People Trump Things
Forbes, November 17, 2012
Joel Peterson, the Robert L. Joss Consulting Professor of Management, explains the value of building high-trust organizations.

Insights by Stanford Business

writtenA Look Back at 2016
December 19, 2016
Read 10 Stanford Business stories from the past year, including pieces on work-life balance, power, and management.
writtenTwelve Business Books to Read in 2017
December 6, 2016
Reading recommendations from the Stanford GSB community.
writtenHow Smart Leaders Build Trust
June 13, 2016
The chairman of JetBlue explains how a high-trust culture makes a better company (and life).
writtenThe Power (and Risks) of Measurement in a Fitbit World
October 20, 2015
Scoreboards work better than ever in this wired world, but be careful.
writtenBrian Spaly: "Don't Chase Waterfalls or Unicorns."
April 11, 2014
The founder of Trunk Club discusses shopping for men, on-the-job challenges, and his greatest achievement.
writtenJoel Peterson: What Are the Most Common Hiring Mistakes?
July 16, 2013
The Stanford GSB lecturer and chairman of JetBlue airlines explains how to bring the best people on board.

School News

writtenFor Women’s History, Look to the Future
March 27, 2019
These Stanford GSB women are changing their industries and their communities.
writtenCommunity in Conversation: The Business of Politics
April 23, 2018
Two first-time political candidates talk about applying the lessons they learned at Stanford GSB.
writtenProfessors Kasznik, Peterson, and Skrzypacz, Honored by Students
May 1, 2005
Students honored professors Andrzej Skrzypacz and Ron Kasznik, and lecturer Joel Peterson with three outstanding faculty awards.