Fortuna Advisors LLC

About Fortuna Advisors LLC

Fortuna Advisors collaborates with leaders to transform decision-making throughout their business to achieve exceptional results. Our playbook delivers measurable outcomes through:
1. Better Insights: See the truth about where value is created or destroyed.
2. Better Decisions: Drive faster, better and enduring results.
3. Better Behaviors: Align incentives and processes to drive execution.
We are a catalyst to create a culture of ownership, where everyone from the board to management and employees embraces a long-term investor perspective to unlock the organization’s full value creation potential.

What differentiates you from the competition?

There are lots of strategy and other management consultants, but we focus more on how to motivate the right culture with better insights, better decisions and better behaviors.

What are your top selling services or products that your company offers?

We focus on creating more value. For our publicly traded clients, we define success as top quartile total shareholder return, and for our privately owned clients, it’s the same goal, it’s just not as easily measured.

If you had one message to get across to future customers, what would it be?

Stop trying to be a hero by leading strategy and execution from the CEO seat. Instead, get everyone in the organization thinking, acting and being paid like long-term committed owners and you will have more success. In one study, we showed that companies that embraced value-based-management outperformed the stock market by 7% per year, with many doing so for decades.

What is the biggest marketing challenge that you will face in the upcoming year?

We have launched a new tech-forward service that is an assisted DIY approach for implementing Value Based Management, and its a very different sales process versus our traditional consulting model.

What is the biggest operational challenge that you will face in the upcoming year? Continuous improvement of our new service, and of course marketing and sales.

What is your approach to helping clients identify and solve key challenges? We have a comprehensive value-based-management framework, with advanced value-based performance measures, and we weave this into planning, decision-making and performance management, including a very advanced approach to incentive compensation.

How do you tailor your coaching or consulting style to different industries? We customize our work to not only the market dynamics of our client industries, but also the differing business models and corporate cultures.

What are the most common misconceptions about consulting? They say consultants come in, listen to year people, and regurgitate it back with fancy presentations. We bring highly advanced and practical IP to our work, and were recognized for our thought leadership by the Journal of Applied Corporate Finance that published an entire issue dedicated to our work and our ideas. See https://fortuna-advisors.com/in-honor-of-fortuna-advisors-jacf-special-issue/.

How do you measure the success of your client engagements? Do they create more value than peers?

What trends are influencing the future of consulting and coaching? As with all businesses, we are very impacted by AI, which is why we have invested heavily in a new business model that uses technology to assist clients in implementing our framework. It is called the Fortuna Value Accelerator, see https://fortuna-advisors.com/value-accelerator/.

What’s the most rewarding part of your work? Seeing people’s behavior change toward acting more like a long-term committed owner.

What skills do you think are essential for future consultants or coaches? Don’t be afraid to embrace technology, it may cannibalize some of your work but if you do not do it, someone else will.