The language of Advisory
Defining the roles that shape strategy, growth and governance
🧭 Strategic Advisory
Focus: Long-term strategy, business development, growth, positioning.
Role: An external advisor who challenges, guides and complements the management team. Often an individual engagement.
🧩 Fractional Advisory / Interim Advisory
Focus: Operational support on a part-time or project basis (e.g. Fractional CMO/CFO).
Role: A deeper involvement than advisory – stepping into the organisation without being a full-time employee.
🪞 Sounding Board
Focus: A sparring partner. Reflective, informal or structured role without formal responsibility.
Role: Used to test ideas and gain perspective.
👥 Advisory Board
Focus: Tactical/strategic advice – without legal responsibility (unlike a formal board of directors).
Role: A regularly assembled group of experts providing guidance to the CEO or management.
🧑⚖️ Board of Directors
Focus: Corporate governance, accountability under company law.
Role: Holds legal responsibility for the company’s development, strategy and risk management.
🌍 Advisory-as-a-Service (On-Demand Advisory)
Focus: Flexible, rapid access to expertise when needed – without long-term commitments.
Role: Advisors are brought in for specific questions, projects or decisions – often digital and at short notice.
🧭 Founder’s Associate
Focus: Long-term strategy, business development, growth, positioning.
Role: An external partner who challenges, guides and complements the founder. Typically individual and highly tailored.
Additional forms
🔁 Coaching / Executive Coaching
Focus: Personal and professional development, often for CEOs or senior leaders.
Role: Helps individuals grow in their roles, rather than providing direct business advice.
🧑🏫 Mentoring
Focus: Transfer of experience and career guidance.
Role: More relationship-based and long-term than coaching.
🤝 Peer Advisory Groups
Focus: CEO and leadership networks focused on shared experience.
Role: Peers supporting each other through structured meetings and discussions.
💡 Think Tanks / Innovation Councils
Focus: Foresight, innovation, policy and change.
Role: Forums or councils generating strategic insights and perspectives for the future.