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New Book

Act Like You Own the Place

Five ownership traits that set great organizations apart.

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Fortuna Advisors serves as a thought leader and trusted advisor in helping clients transform their value creation potential through bold improvements to managerial insights, decisions and behaviors
OUR CLIENT IMPACT
60%
Better Explanation of Market Value Drivers
Tailored analysis of the “true” earnings of a business and how it relates to short-term and long-term value
Key Questions We Help Answer:
  • What drives TSR?
  • Where am I creating the most value and how?
  • How do my “true” earnings compare to reported financials?
3X
Better Return on Investment
Leverage Better Insights to inform strategic and operational decisions to deliver profitable growth
Key Questions We Help Answer:
  • Where should I invest next?
  • How do I balance profit vs growth?
  • How can I motivate better quality investments?
2X
Better Link Between Incentives and Results
Execute Better Decisions to deliver top-quartile TSR by motivating the organization to think and invest like long-term owners
Key Questions We Help Answer:
  • How can I create an ownership culture?
  • How do I measure and motivate long-term investments?
  • How do I avoid gaming and sandbagging?
OUR PROCESS
Empirical Research
Fact-based analysis through an investor lens to discover a company’s true value and value drivers
Differentiated Insights
Applying our analytical framework across the portfolio and down the organization
Aligning Culture
Improving the structures and incentives to unlock your people’s full potential
Hard Choices
Leverage new data, insights and incentives to solve complex trade-offs on where to allocate capital
Value Creation
Execute and develop a flywheel of sustainable value creation and reinvestment
CLIENT TESTIMONIALS
“The team brought a holistic view of value creation across the company, enabling an ownership culture at all levels – including the Board.”
“Fortuna transforms decision-making throughout the commercial enterprise to create exceptional results.”
“Fortuna’s work led us to actions that created fast and enduring results. That’s what matters.”
“[Fortuna] flipped our investment review conversations from financial targets to strategic value and feasibility, gaining operators’ commitment.”
“Fortuna’s work contributed to $4 billion in wealth creation.”
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FEATURED PUBLICATIONS
Financial Research
2026 Fortuna Advisors Buyback ROI Report
Posted on
Our annual buyback report analyzes how strategic repurchase programs create value—and publishes a comprehensive ranking of every substantial S&P 500 buyback program over the last five years. View the report ...
Better Behaviors
Tim Koller, a thought leader in value-based management
Posted on
Valuation expert, author, and leader of McKinsey & Company’s strategy and corporate finance practice, Tim Koller, joins the podcast. Greg and Tim explore the critical drivers of long-term value creation, ...
Better Behaviors
In Honor of Fortuna Advisors (JACF Special Issue)
Posted on
We’re proud to share a major milestone for Fortuna Advisors—and for the evolution of value-based management.
LATEST INSIGHTS
The Hidden Metric Behind Shareholder Value
New approaches offer an evolution in economic profit measurement worth considering. Here’s why.
2026 Fortuna Advisors Buyback ROI Report
Our annual buyback report analyzes how strategic repurchase programs create value—and publishes a comprehensive ranking of every substantial S&P 500 buyback program over the last five years. View the report ...
Are you planning for mediocrity? Greg Milano on setting aspirational goals
Greg Milano explains how the status quo in incentive target-setting unintentionally leads to destructive behaviors and decisions. From asymmetric risk exposure to a myopic focus on variances to “sandbagging,” typical ...
Is AI commoditizing—or differentiating—your business? Jonathan Aberman on AI Strategy
Entrepreneur, investor, and innovation strategist Jonathan Aberman joins us to discuss how corporate leaders can turn AI from a short-term efficiency play to a long-term competitive advantage. Rather than viewing ...
Richard Langlois on the “make-or-buy” decision—and the evolution of the modern corporation
Expert in the economics of organizations, Professor Richard Langlois, joins us to explore how and why firms decide between internal production and market transactions. Drawing on Ronald Coase’s foundational theory ...
Karl Pichler on metrics that matter—and the EBITDA trap
Karl Pichler, CFO of Sourceability Global Holdings and former CFO of Rackspace, shares insights from more than 25 years as a public company executive, investor, and educator. We discuss Karl’s ...
J. Michael Bruff’s CFO playbook for enduring value creation
J. Michael Bruff, CFO of Envision Healthcare and a veteran finance and operating executive, joins us to discuss the core attributes of effective CFOs. We discuss internal controls, Michael’s broad ...
Aswath Damodaran on valuation, bias, and real value creation
Valuation and corporate finance heavyweight, Professor Aswath Damodaran, joins us to discuss what truly drives value creation. Damodaran challenges conventional wisdom around return on invested capital, cost of capital, and ...
How an ownership culture drives sustained shareholder returns
Fortuna partners Greg Milano and Marwaan Karame explore how an ownership culture fuels long-term shareholder returns in the final instalment of a five-part series on economic-profit-based value management. The discussion ...
Patrick Furtaw on pricing strategy that drives shareholder value
Expert in pricing strategy and value-based management, Patrick Furtaw, joins the podcast. Patrick shares insights from his background in strategy, corporate finance, and organizational change, explaining why pricing is one ...
A value creation strategy (VCS) framework: Archetypes for achieving top quartile total shareholder returns
Introduction In an era of market volatility, technological disruption, and evolving customer expectations, corporate leaders face mounting pressure to allocate resources effectively while delivering superior shareholder returns. Traditional strategic frameworks ...
Tim Koller, a thought leader in value-based management
Valuation expert, author, and leader of McKinsey & Company’s strategy and corporate finance practice, Tim Koller, joins the podcast. Greg and Tim explore the critical drivers of long-term value creation, ...
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HOW WE DIFFER
TRACK RECORD
OF SUCCESS

100+
CLIENTS SERVED
THOUGHT
lEADERS

150+
PUBLISHED ARTICLES & RESEARCH
FINANCIAL
IMPACT

Billions
OF CAPITAL REALLOCATED TO GROWTH
VALUATION
IMPACT

1.2x
BETTER TSR GROWTH
ACROSS INDUSTRIES
READY TO
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