Seven tools. One page.
Owned by your team.
MOVE is a fixed sequence of questions, refined over 25 years and 100+ CEO engagements. Built, the seven tools produce one page: the strategy as a model your executive team wrote, held as the base case so a scenario can be run against it in days. AI does the analysis. Your team decides. Within 24 months every company will have this or something like it. MOVE is the version that exists now.
A model of the strategy, not ideas with bullets.
Tools one to six hold the base case: assumptions, vision and driving force, the product-market matrix scored on profit and advantage, the market reality check from outside, future capabilities, the five Strategic Numbers, the project portfolio with owners. Tool seven is the monthly review that keeps it honest.
Because it is a model, a scenario — a competitor consolidates, an acquisition appears, a tariff lands, an AI tool erases a moat — modifies the base case and MOVE shows what must change, in the same language, in days. That is the front foot. A deck can only be rewritten.
Three product-markets. One owner each. The assumptions that could break it.
The three product-markets carrying the earnings commitment. An accountable executive for each. The exit or reallocation that funds the bets. Where AI changes a specific P&L line, and by how much. The assumptions, and the triggers that say one has broken.
The executive team writes it
Hundreds of structured questions, answered by the people who have to deliver the result. Sweat equity is what makes the projects owned at board, functional, regional and business-unit level.
The CEO challenges it
Trade-offs forced at every step. What stops. Which cell is strategic and which is merely profitable. Senior partners hold the room to the standard; the CEO holds the team to the call.
The board tests and approves it
Assumptions tested against current data. Scenarios run before the vote. The result is an earnings commitment grounded in decisions and owners from Q1, rather than a target the CFO defends in Q4.
Good. Then we start from it, not from a blank page.
Most CEOs who call us are not missing a strategy. They are missing the answer to one question inside it: is it working, where, and what would 2x actually require. MOVE® plus AI turns the strategy you have into a current state on one page, then runs your questions against it as scenarios. Three half-days of your time. No new reports for the team to build.
The questions a panel answers
Is the strategy working, and where? Which markets, channels or segments are converting, and which are not yet.
Is the differentiator winning share? Against which competitor, in which market.
Where should the next investment go? The next hires, the next market, the next plant — and what each should return.
What does the target require? Which lever moves first, and by how much.
What tells us early? The signals ahead of the result, so you correct in weeks, not quarters.
Your question. The one you have always wanted answered.
Scenario panels are how we get to answers fast: built around your questions, from your inputs, read in your numbers. The current state holds as the base case; a competitor move, a payer change, an acquisition or a new channel modifies it, and the panel shows what must change.
MOVE captures the practical, no-nonsense approach I experienced working with Tim — now enhanced with the power of GenAI.
Ricardo Alberto Cons — CEO, Electrolux North America
Why the questions matter more now, not less
When analysis was expensive, the constraint was capacity. When analysis is free, the constraint is knowing what to ask — and being willing to act on the answer.
An AI tool asked a vague question returns a confident, vague answer. MOVE was built the other way round: precise questions, in sequence, that force a choice at every step. Running tools one to six and getting a team onto a monthly review with root cause and actions has added a minimum of 10% to current EBITDA in engagements before AI existed. The tools are not new. The speed is.
MOVE® and MOVE Strategy System® are registered trademarks of ThinkingStrat Holdings Inc. in the United States, Canada and the United Kingdom. Published by Routledge, 2025. Audiobook via Ascent Audio.
Bring us a scenario.
The acquisition, the competitor move or the AI shift you are most unsure about. One page on it, one page back within a week showing what in your current strategy would have to change.
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Five strategic questions every CEO should be able to answer before the next planning cycle. One page from the MOVE system.
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