Our mission

We're building the next generation of CEOs.

40 Strategy™ exists to help growth-minded leaders build businesses that scale, profit, and thrive, without sacrificing their health, family, or sanity.

Man with a beard in a dark button-up shirt, smiling while writing in a notebook.

a person holding a cell phone up to their ear

Two colleagues smiling while working together on a laptop.

We didn't start 40 Strategy™ because we wanted to build a consulting firm. We started it because we've been the CEO working 70-hour weeks, lying awake at 3am, feeling lost at the top of something we built.

Most advisory is broken. There are too many coaches who motivate but don't understand financials, CPAs who keep score but don't think strategically, and consultants who deliver reports that gather dust. CEOs deserve better.

40 Strategy is the partner we wish we'd had. One team that integrates strategy, finance, and execution. One approach that meets you where you are and gets you where you're going.

We believe business owners shouldn't have to sacrifice their lives to scale their companies. We believe clarity beats complexity. And we believe that with the right support, any growth-minded CEO can transition from stressed operator to strategic shareholder.

That's what we're building, one leader at a time.

Carl J. Cox

Founder & Ceo

Lead what's next with confidence.

40 Strategy™ gives you the clarity, structure, and support to make better decisions—faster. No more guessing. No more going it alone.

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Full Integration

Strategy, finance, and execution, connected. One partner who sees the whole picture and helps you act on it.

Full Integration

Strategy, finance, and execution, connected. One partner who sees the whole picture and helps you act on it.

Candace P.

12:13pm

Thanks again for meeting with me today, you should see the invoice in our feed.

Download Action Plan

Accountability

Weekly check-ins, 10-week sprints, and real follow-through. We don't just advise. We stay in the trenches with you.

Candace P.

12:13pm

Thanks again for meeting with me today, you should see the invoice in our feed.

Download Action Plan

Accountability

Weekly check-ins, 10-week sprints, and real follow-through. We don't just advise. We stay in the trenches with you.

Young man in a green hoodie holding a yellow phone while seated at a table with a tablet.

Flexiblity

Built to meet you where you are. From DIY tools to full strategic partnership. Choose the path that fits your stage.

Flexiblity

Built to meet you where you are. From DIY tools to full strategic partnership. Choose the path that fits your stage.

OUR FOUNDER

From the C-suite to your corner.

Carl J. Cox has been where you are—scaling companies, navigating complexity, and carrying the weight of every decision. After 30+ years as a C-level executive across 7 organizations and 4 continents, he built 40 Strategy to give CEOs the partner he wished he'd had.

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CPA + CFO

Financial Rigor

Strategy grounded in real numbers—not guesswork.

Modern interior space with a blue circular coffee table, flowers in a vase, and books neatly arranged.

Author

Lost at CEO

The roadmap from overwhelmed operator to strategic shareholder.

Author

Lost at CEO

The roadmap from overwhelmed operator to strategic shareholder.

OUR FOUNDER

From the C-suite to your corner.

CPA + CFO

Financial Rigor

Strategy grounded in real numbers—not guesswork.

Author

Lost at CEO

The roadmap from overwhelmed operator to strategic shareholder.

Author

Lost at CEO

The roadmap from overwhelmed operator to strategic shareholder.

Let’s build smarter together.

Whether you're curious about our approach, pricing, or which offer fits your stage, we're here to help. Tell us what you're working on and we'll take it from there.

“What makes Carl different is that he will look at the whole business, considering strengths and weaknesses, and he will work with you to create an executable plan that can and will deliver the win you are looking for. If you are considering strategic planning and execution, Carl is someone you should talk to and work with.”

George Sandmann

CEO, Growth Drive

Let's connect. Tell us where you are and where you want to go—we'll take it from there.

Let’s build smarter together.

Whether you're curious about our approach, pricing, or which offer fits your stage, we're here to help. Tell us what you're working on and we'll take it from there.

George Sandmann

CEO, Growth Drive

Let's connect. Tell us where you are and where you want to go—we'll take it from there.

Let’s build smarter together.

Whether you're curious about our approach, pricing, or which offer fits your stage, we're here to help. Tell us what you're working on and we'll take it from there.

George Sandmann

CEO, Growth Drive

Let's connect. Tell us where you are and where you want to go—we'll take it from there.