Make the call with confidence
WADE is an operator-led advisory for brands, retailers, tech platforms and capital partners making critical calls in consumer and commerce.
YOU’RE NOT SHORT ON DATA. YOU’RE SHORT ON A DECISION YOU CAN DEFEND.
We get under the hood fast across P&L, consumer signal, channel performance, and operating constraints, then turn it into a sequenced plan your team can actually run with.
Category reset. SKU cuts. A launch that’s not landing. A platform bet you can’t afford to miss. A board update you don’t want to “explain” again next quarter.
If the decision shows up in margin, velocity, inventory, CAC payback, or a board/retailer conversation, you’re in our lane.
Why ¡
Because operators don't lose on effort. They lose on misreads.
We've watched "efficiency" decisions paralyze the growth channel. We've watched optimization turn into an approvals bottleneck. We've watched leadership throw spend at a product that never had a clear job to do in the first place.
WADE exists to catch the pattern early. Before it gets expensive or public.
WHO WE’RE FOR
BRANDS
When growth turns into “too many initiatives,” we help you protect the hero, cut noise, and place fewer better bets—across channel, portfolio, and spend.
RETAILERS
When your shelf is under pressure, we help you separate what’s incremental from what’s just moving volume around—and build a reset story that holds across merchant + finance.
TECH PLATFORMS
When you have a real product but adoption stalls, we help you prove ROI in operator terms, design pilots that convert, and align roadmap + GTM to how enterprises actually buy.
CAPITAL PARTNERS
Capital sees upside. Operator context sees friction. We pressure-test the commercial plan, the operating model, and founder readiness—so capital doesn’t accelerate the wrong thing.
“They showed me my retail ‘win’ was actually burning cash. We shifted focus back to DTC, lifted margins, and put the brand, not the retailer, back at the center.”
— FOUNDER AT GROWTH STAGE APPAREL BRAND
don’t move alone
WADE helps you get to one version of the truth: what's actually driving performance, where margin is leaking, what's signal and what's just noise, and what to stop, what to protect, and what to fix first.
HOW WE WORK
Clarify What Matters
We strip plans and reports down to what’s truly working, what’s dragging, and what’s distraction—so you stop spreading effort across the wrong priorities.
Pressure-Test Decisions
We challenge assumptions, run downside, and surface blind spots—so the decision holds when conditions, categories, buyers, or partners change.
Stay Close as Things Move
We turn the call into a plan—who does what, in what order, by when—and stay close as reality hits, pivoting with you instead of leaving you with a deck.
¡ helps you pick what matters, validate what’s real, and avoid false starts.
We’ve lived the downside—so we know what to stop, what to protect, what to fix first, and what breaks if you’re wrong.
Clarity without ego. Decisiveness without drama. Partnership without hand-holding.