Tired of making the big decisions on your own?

I help you get clear on where you want your business to go, and what it will take to get there.

Because what’s next is yours, truly. 

Cindy Frigard

Is this you?

  • Growth has stalled and the reason isn’t obvious.

  • You’re pivoting, preparing to raise, or getting ready to sell.

  • The business has outgrown the way you talk about it.

  • Everyone has an opinion about what to do next, and you need help sorting through them all.

  • You’re making the big calls on your own and want someone in your corner to help think them through.

I start with questions

What do you want, for the company and for yourself?

Who’s your customer, and what do they care about?

Why do prospects say no, and what gets them to yes?

Where does your offering fall short?

What will you do if the market shifts?

The goal isn’t a deliverable. It’s answers you can act on, and a plan for what comes next.

  • Ethan Widoff headshot

    “Leadership can be a lonely place. Especially for those starting a new business, you may find yourself with no one to talk to as you aspire to build your team. Cindy is one of the kindest, smartest, and most genuine people I have ever been around; sometimes, I felt like her most valuable service was helping me to refill my cup and remind myself why I was doing what I was doing.”

    Ethan Widoff, Founder of ONE8

  • Blakely Graham headshot

    “Cindy was instrumental in helping us do a 180 pivot in brand and messaging to hit some very aggressive growth targets (ultimately helping us lead to a sale). I think of her as a CEO/brand whisperer—she was the muscle for our rollout to our customers, board, employees, and leadership—and frankly helped me rise to the occasion.”

    Blakely Graham, (Former) TaskRay Co-Founder & CEO

  • Mike Davis headshot

    “What I always like about working with Cindy is that she has strong opinions on the process and the direction of the various projects I have worked with her on, but is flexible on how we work together based on my needs, budget, and work style.”

    Mike Davis, Podcast Host of “How We Got There”

About me

Hi, I’m Cindy Frigard!

For more than twenty years, I’ve worked with founders, C-suite leaders and their teams on strategy, positioning and building businesses. I don’t push from behind or cheer from the sidelines. I sit beside you, ask the questions that need asking, and help you turn the answers into decisions.

Learn more

Let’s work together

Ongoing Advisory

For founders who want a strategic partner, sounding board, and devil’s advocate in their corner over time.

  • 6–12 months, with a 3-month minimum.

Focused Engagement

For a specific decision or inflection point, such as repositioning, a pivot, or preparing for investors or a sale.

  • 6-12 weeks

Cohorts

For solopreneurs who want the same approach with the support of a group, at a lower investment.

  • 10-16 weeks

FAQs

Every engagement is a little different. Here’s what you might want to know before we work together.

  • Marketing puts decisions into action. I work on the decisions themselves: who you serve, why they buy, and where you’re headed. When it’s time to execute, I can work with your marketing team or bring in trusted partners.

  • Whatever the business needs. Usually that’s your own goals, customers, competitors, sales, your offering, and your strategic roadmap.

  • A workbook that documents the decisions we make together, from your mission, vision and values to your positioning and messaging. Your team can use it as a guide for every decision that follows.

  • No. Part of my job is helping you figure out what will move the needle and what can wait.

  • My work is intentionally industry-agnostic. What I love most about what I do is the opportunity to dive into new worlds and learn how different businesses work. Whether you make physical products, deliver services, or design AI, the same principles apply.

  • It depends on scope and how involved I am. We’ll do at least one call to get to know each other and determine your needs. Once we’re in agreement, I’ll provide a written proposal.

  • Start by reaching out. We’ll set up a free intro call to talk through your goals and see how I can help.