Manuel Serrano Ortega

FI / Advisory

A TRUSTED ADVISOR
FOR WHAT’S NEXT.

Private strategic advisory for CEOs, founders and boards navigating change, uncertainty and opportunity.

Two executives in a quiet private conversation across a dark table beside a tall window

The most important decisions are rarely made with all the information.

I work alongside business leaders to bring an outside, independent and future-oriented perspective to the decisions that can transform a company.

Future IntelligenceStrategic ForesightBusiness Judgement

Perspective / 001

LEADERS DON’T NEED
MORE INFORMATION.

THEY NEED TO KNOW
WHAT MATTERS.

CEOs and boards have access to more information than ever.

  • Dashboards
  • Reports
  • Consultants
  • AI
  • Market data
  • News
  • Internal intelligence

The challenge is no longer access to information. It is telling apart:

noise signal

urgent important

today what comes next

An external perspective can change the quality of a decision.

FI / Questions

THE QUESTIONS
BEHIND THE DECISION.

What is changing?

What could happen next?

What does it mean for us?

What should we do?

What should we do now?

FI / Future Intelligence Advisory

FROM SIGNALS
TO DECISIONS.

Future Intelligence Advisory combines research, strategic foresight and business judgement to help leaders read external change and turn it into strategic options.

  1. SIGNAL

    What is changing?

    Emerging shifts, technologies, behaviours, competitors, regulation and new business models.

  2. FORESIGHT

    What could happen?

    Drivers, uncertainties, scenarios and second-order effects.

  3. MEANING

    What does it mean for us?

    Translate external change into company-specific implications.

  4. DECISION

    What should we do?

    Identify strategic options, risks, opportunities and priorities.

  5. ACTION

    What should happen now?

    Turn decisions into initiatives, experiments, investments or new ventures.

Advisory / Moments

WHEN THE DECISION
REALLY MATTERS.

  1. 01A market is changing faster than expected.
  2. 02A new technology could reshape the business.
  3. 03A competitor is doing something you don't fully understand.
  4. 04You are considering entering a new market.
  5. 05You are evaluating a new business or investment.
  6. 06The organisation needs a clearer view of what comes next.
  7. 07The Board needs an external perspective.
  8. 08You feel something important is changing — but it is still difficult to define.

Advisory / Relationship

NOT ANOTHER
CONSULTING PROJECT.

A THINKING PARTNER.

This is not about producing more presentations, or adding another layer of consulting.

It is about creating a space for independent thinking around the decisions that matter most.

LISTEN.

Understand the decision, context and assumptions.

CHALLENGE.

Question what may be taken for granted.

CONNECT.

Bring together signals, evidence and perspectives.

EXPLORE.

Consider alternatives and scenarios.

DECIDE.

Clarify strategic options.

Advisory / Model

PRIVATE.
DIRECT.
ONGOING.

Depending on the decision at hand, the relationship can take different shapes:

Strategic conversations

One-to-one conversations around critical decisions.

Future Intelligence Briefings

Focused intelligence around changes relevant to the business.

Decision Deep Dives

Research and analysis around a specific strategic question.

Board Sessions

External perspective for leadership teams and boards.

Opportunity Exploration

New markets, investments, ventures and emerging opportunities.

Advisory / Leaders

FOR PEOPLE
WHO HAVE TO DECIDE.

  • CEOs
  • Founders
  • Business owners
  • C-level executives
  • Board members
  • Family business leaders
  • Investors

Advisory / Principles

INDEPENDENT
BY DESIGN.

INDEPENDENT

No agenda beyond helping make a better decision.

CONFIDENTIAL

Conversations stay where they belong.

EXTERNAL

Perspective beyond internal assumptions and organisational inertia.

LONG-TERM

Look beyond the next quarter.

Private Advisory

I WORK WITH
A LIMITED NUMBER
OF LEADERS.

To keep the relationship personal, direct and useful, I work with a limited number of CEOs, founders and boards at any one time.

Every engagement starts with a conversation.

BETTER QUESTIONS.
BETTER PERSPECTIVE.
BETTER DECISIONS.

Future Intelligence for leaders