Accelerate your business value. ROI guaranteed.

We help CEOs of small businesses build companies
that scale, profit, and thrive.

We help CEOs of small businesses build companies that scale, profit, and thrive—without being in weeds..

Join the 40 Forward Accelerator

Get a Strategic Plan

Loved by 100+ Small Business Owners

Join over 100 small businesses already accelerating their business value with 40 Strategy™

Meet our Customers

Join over 100 small businesses already accelerating their business value with 40 Strategy™

Meet our Customers

Join over 100 small businesses already accelerating their business value with 40 Strategy™

Meet our Customers

The Big gap

There are obstacles preventing you from moving forward.

white concrete building under blue sky during daytime

Leadership

Every decision, every problem, every fire...it all lands on your desk. You're not the CEO. You're the highest-paid employee.

Leadership

Every decision, every problem, every fire...it all lands on your desk. You're not the CEO. You're the highest-paid employee.

Cohesive Teams

Your CPA files taxes. Your coach offers motivation. Neither gives you a coordinated plan to execute.

Cohesive Teams

Your CPA files taxes. Your coach offers motivation. Neither gives you a coordinated plan to execute.

Hidden Value Drivers

Misaligned teams. Messy financials. Strategies that never get executed. These silent killers erode your business value every day, and most CEOs can't see them.

Hidden Value Drivers

Misaligned teams. Messy financials. Strategies that never get executed. These silent killers erode your business value every day, and most CEOs can't see them.

Not sure where to start?

We're here to help and see if we're the right fit.

Book a Strategy Call

Not sure where to start?

We're here to help and see if we're the right fit.

Book a Strategy Call

Not sure where to start?

We're here to help and see if we're the right fit.

Book a Strategy Call

bridge the gap

An integrated approach to advisory that aligns with your business goals.

Strategy + Finance + Execution.

We blend CEO-level strategy with CFO-level financial insight, and connect the dots so your plan is financially sound and execution never stalls.

Plans that get done.

No more strategies gathering dust. We work alongside you weekly: implementing, adjusting, and driving real results.

Clarity + Accountability.

Clear goals. Clear numbers. Clear ownership. We close the gap between where you are and where you should be.

Fully integrated Insight.

Strategy without financial clarity is just hope. We bring both to the table, and stay until execution is complete.

3x

Minimum ROI for 40 Plan clients

From emerging businesses to enterprise-scale, we help CEOs grow with confidence, not complexity.

Strategy + Finance + Execution.

We blend CEO-level strategy with CFO-level financial insight, and connect the dots so your plan is financially sound and execution never stalls.

Plans that get done.

No more strategies gathering dust. We work alongside you weekly: implementing, adjusting, and driving real results.

Clarity + Accountability.

Clear goals. Clear numbers. Clear ownership. We close the gap between where you are and where you should be.

Fully integrated Insight.

Strategy without financial clarity is just hope. We bring both to the table, and stay until execution is complete.

3x

Minimum ROI for 40 Plan clients

From emerging businesses to enterprise-scale, we help CEOs grow with confidence, not complexity.

Strategy + Finance + Execution.

We blend CEO-level strategy with CFO-level financial insight, and connect the dots so your plan is financially sound and execution never stalls.

Plans that get done.

No more strategies gathering dust. We work alongside you weekly: implementing, adjusting, and driving real results.

Clarity + Accountability.

Clear goals. Clear numbers. Clear ownership. We close the gap between where you are and where you should be.

Fully integrated Insight.

Strategy without financial clarity is just hope. We bring both to the table, and stay until execution is complete.

3x

Minimum ROI for 40 Plan clients

From emerging businesses to enterprise-scale, we help CEOs grow with confidence, not complexity.

What you need, before you know you need it.

We evolve with your business, anticipating challenges and surfacing opportunities before they become urgent

Integrated Strategy

Most advisors work in silos. We connect strategy, finance, and execution, so nothing falls through the cracks.

Proactive Insight

No more waiting on reports or reacting to problems. We surface the signals that matter, so you're always one step ahead.

“We now rely on 40 Strategy for all our strategic planning needs.”

Adam Ghiglia
CEO, Pacific Valley Construction

“We now rely on 40 Strategy for all our strategic planning needs.”

Adam Ghiglia
CEO, Pacific Valley Construction

“We now rely on 40 Strategy for all our strategic planning needs.”

Adam Ghiglia
CEO, Pacific Valley Construction

Book a Strategy Call

THE 40 STRATEGY™ DIFFERENCE

Advisory built around your goals, not ours.

Stuck at a revenue ceiling?

No clear strategic plan?

Growth stalled?

Unsure what's killing value?

Execution falling flat?

Working 60+ hour weeks?

Advisors not delivering?

Team not aligned?

Can't see the real numbers?

No accountability system?

Financials a mess?

Feeling like the bottleneck?

It’s time close the gaps.

We help CEOs solve these problems, and build businesses that don't depend on them.

Step 01

Diagnosis

Step 01

Diagnosis

Step 01

Diagnosis

Step 01

Diagnosis

Step 01

Diagnosis

Step 01

Diagnosis

Step 01

Diagnosis

Step 01

Diagnosis

Step 01

Diagnosis

Step 02

Strategy

Clarity

Execution

Step 04

GrowthLoop

Step 02

Strategy

Clarity

Execution

Step 04

GrowthLoop

Step 03

Execution

Step 03

Execution

Strategy

Step 03

Execution

Step 03

Execution

Step 03

Execution

Step 03

Execution

Step 03

Execution

Step 03

Execution

Step 03

Execution

Accelerate Business Value

Uncover gaps. Build the plan. Execute weekly. Scale with clarity and confidence.

Lead your market

Turn clarity into confidence and confidence into lasting competitive advantage.

Scale smarter, not harder

Clear strategy, integrated financials, and weekly accountability, built to grow with you.

Do less. Achieve more.

We strip away distractions so you can focus on what actually drives growth.

Strategy
Financials
Execution
KPIs
Growth

Alignment
Accountability
Growth
Vision

Sprints
Cash Flow
CFO
Planning

Let’s make your business fly.

Book a Call

The CAPTAIN Strategy Framework

Strategy doesn't fail because of bad ideas. It fails because of bad execution. The CAPTAIN Framework solves both. Seven stages that move your team from where you are to where you need to be.

Learn More

Compass [Alignment]

Learn how to get your whole team’s buy-in on a common goal. We teach you how to craft and communicate a vision everyone will actually get behind.

Compass [Alignment]

Learn how to get your whole team’s buy-in on a common goal. We teach you how to craft and communicate a vision everyone will actually get behind.

Aspire [Goal]

Define your next destination. We help you design stretch goals to change your behaviors to reach the next level.

Aspire [Goal]

Define your next destination. We help you design stretch goals to change your behaviors to reach the next level.

Plan [Strategy]

Define the “how” - the milestones and action steps that will help you and your team achieve your goals. You’ll design a world-class strategic plan.

Plan [Strategy]

Define the “how” - the milestones and action steps that will help you and your team achieve your goals. You’ll design a world-class strategic plan.

Trim [Focus]

Scaling your business means cutting the fat and shifting focus to your most high-value activities. We’ll evaluate where there’s organizational bloat, and how to streamline your processes to eliminate waste.

Trim [Focus]

Act [Launch]

We set clear start dates and deadlines for each step of your strategic plan. Then we help your team generate quick wins to build momentum.

Act [Launch]

We set clear start dates and deadlines for each step of your strategic plan. Then we help your team generate quick wins to build momentum.

Illuminate [Measuring]

According to the Harvard Business Review, companies that focus on the right leading indicators can triple their success. Here, we’ll help you determine which indicators you should measure. Then you can track your success and make more progress, faster.

Illuminate [Measuring]

Navigate [Learning]

A strategic plan is a hypothesis, not a fact. We’ll evaluate what’s working and not working, using those insights to adjust your strategy.

Navigate [Learning]

A strategic plan is a hypothesis, not a fact. We’ll evaluate what’s working and not working, using those insights to adjust your strategy.

“There is simply no substitute for 40 Strategy.”
“We’ve replaced three other advisors with 40 Strategy.”
100% Real Reviews
“40 Strategy has changed our business.”
“We couldn't be happier with the results from 40 Strategy.”
97% Recommend

“We couldn't be happier with the results from 40 Strategy.”
“40 Strategy has changed our business.”
100% Real Reviews
“We’ve replaced three other advisors with 40 Strategy.”
“There is simply no substitute for 40 Strategy.”
97% Recommend
“We couldn't be happier with the results from 40 Strategy.”
“40 Strategy has changed our business.”
100% Real Reviews
“We’ve replaced three other advisors with 40 Strategy.”
“There is simply no substitute for 40 Strategy.”
97% Recommend
“We couldn't be happier with the results from 40 Strategy.”
“40 Strategy has changed our business.”
100% Real Reviews
“We’ve replaced three other advisors with 40 Strategy.”
“There is simply no substitute for 40 Strategy.”
97% Recommend
“We couldn't be happier with the results from 40 Strategy.”
“40 Strategy has changed our business.”
100% Real Reviews
“We’ve replaced three other advisors with 40 Strategy.”
“There is simply no substitute for 40 Strategy.”
97% Recommend

“There is simply no substitute for 40 Strategy.”
“We’ve replaced three other advisors with 40 Strategy.”
100% Real Reviews
“40 Strategy has changed our business.”
“We couldn't be happier with the results from 40 Strategy.”
97% Recommend

30 Years in Your Corner.

Whether you're scaling fast or preparing for exit, Carl and the 40 Strategy™ team bring CFO-level financial insight to every engagement. Your numbers stay in sync with your goals. No confusion, no surprises. Just clarity that drives decisions.

“Working with 40 Strategy is easy.”

"Before I met Carl, I was telling people I just wanted someone to tell me what to do, and how to do it. That's what I have gotten in spades. It has changed the way that I think about and manage my business. Now I have the time to work on the business, as compared to being in the business. It's strategic and it feels really amazing.”

Wendy Votroubek
Integrity Legal Nurse Consulting PDX

This is what happens when small business meets 40 Strategy™

Join the 40 Forward Accelerator

Get a Strategic Plan

choose your path

Products and services designed for clarity and momentum.

From foundational tools to full strategic partnership, choose the path that fits your stage.

Your fractional Chief Strategy Officer.

Just 2% of your time, to accelerate your goals 3x. We work alongside you weekly, integrating strategy, finance, and execution so your business scales without depending on you.

Explore The 40 Plan

Your Fractional CFO.

Forecast revenue, tighten margins, and align spend to priorities with a CFO-grade system, so you grow with confidence, not guesswork.

Get Started

Coaching + Accountability.

Weekly coaching, 90-day sprints, and a community of growth-minded CEOs. The structure to stay focused and the support to keep moving.

Join The Community

Your 12-month plan in 2 days.

Weekly coaching, 90-day sprints, and a community of growth-minded CEOs. The structure to stay focused and the support to keep moving.

Reserve Your Seat

DIY strategy tools that work.

Practical strategy tools, templates, and monthly coaching to start reclaiming your time, at your own pace.

Join the Waitlist

Man in a blue striped shirt smiling indoors

customer success

“We actually get results with 40 Strategy.”

Watch video (3:49)

customer success

“40 Strategy has transformed our entire approach to growth.”

Watch Video (4:20)

customer success

“There is simply no substitute for what 40 Strategy does.”

Watch video (4:11)

customer success

“40 Strategy has transformed our entire approach to growth.”

Watch Video (4:20)

customer success

“40 Strategy has transformed our entire approach to growth.”

Watch Video (4:20)

ready to choose 40 strategy™?

Real-time strategy and support.

“First and foremost, Carl is a top-notch listener. His ability to understand “where a company is at” and then to prioritize initiatives all the while providing effective guidance, is unique. I couldn’t be more impressed.”

Kenny Green

CEO, Terrane

“Carl has helped us to understand, we can perform as a smaller company and get the same results as these larger companies. We need to be focused on who we are and what we are doing.

Mike Diefenbach

CEO, The Yes Weddings

“40 Strategy helped me focus on what our priorities were, and the milestones that were going to drive us forward. We doubled our sales orders in the 1st year and experienced 300% growth in some areas. It all started from the foundation."

Don Lindsey

Precision Machine & Manufacturing

“Carl has a unique ability to help his clients refine big picture, audacious goals and to execute on them, with bite-sized simple steps. Carl’s training enabled me to cut through the noise, identify obstacles, and gain clarity on the ‘what and why.’ I came away with a clear vision statement and a 3-year plan to accelerate my business growth.”

Karen Anderson

Owner, Navarra Gardens

Need strategy?

We’re here to provide support and assistance.

Contact our team

Kenny Green

CEO, Terrane

“Carl has helped us to understand, we can perform as a smaller company and get the same results as these larger companies. We need to be focused on who we are and what we are doing.

Mike Diefenbach

CEO, The Yes Weddings

Don Lindsey

Precision Machine & Manufacturing

Karen Anderson

Owner, Navarra Gardens

Need strategy?

We’re here to provide support and assistance.

Contact our team

Kenny Green

CEO, Terrane

“Carl has helped us to understand, we can perform as a smaller company and get the same results as these larger companies. We need to be focused on who we are and what we are doing.

Mike Diefenbach

CEO, The Yes Weddings

Don Lindsey

Precision Machine & Manufacturing

Karen Anderson

Owner, Navarra Gardens

Need strategy?

We’re here to provide support and assistance.

Contact our team

There are obstacles preventing you from moving forward.

Leadership

Leadership

Cohesive Teams

Cohesive Teams

Hidden Value Drivers

Hidden Value Drivers

An integrated approach to advisory that aligns with your business goals.

An integrated approach to advisory that aligns with your business goals.

Fully integrated Insight.

3x

Fully integrated Insight.

3x

Fully integrated Insight.

3x

What you need, before you know you need it.

“We now rely on 40 Strategy for all our strategic planning needs.”

“We now rely on 40 Strategy for all our strategic planning needs.”

“We now rely on 40 Strategy for all our strategic planning needs.”

Advisory built around your goals, not ours.

Stuck at a revenue ceiling?

No clear strategic plan?

Growth stalled?

Unsure what's killing value?

Execution falling flat?

Working 60+ hour weeks?

Advisors not delivering?

Team not aligned?

Can't see the real numbers?

No accountability system?

Financials a mess?

Feeling like the bottleneck?

It’s time close the gaps.

It’s time close the gaps.

Diagnosis

Diagnosis

Diagnosis

Diagnosis

Diagnosis

Diagnosis

Diagnosis

Diagnosis

Diagnosis

Diagnosis

Strategy

Clarity

Execution

GrowthLoop

Strategy

Clarity

Execution

GrowthLoop

Execution

Execution

Strategy

Execution

Execution

Execution

Execution

Execution

Execution

Execution

Accelerate Business Value

Accelerate Business Value

Lead your market

Lead your market

Scale smarter, not harder

Scale smarter, not harder

Do less. Achieve more.

Do less. Achieve more.

Strategy

Financials

Execution

KPIs

Growth

Alignment

Accountability

Growth

Vision

Sprints