Strategic advisory at inflection points
For CEOs, Boards, founders, and investors when direction matters more than speed.
True Bearing provides independent, senior-level strategic advisory at moments when decisions carry enterprise-level consequences. We work before execution, where direction must be set, trade-offs clarified, and judgement matters most. 
Direction first. Then movement.
Led by Balazs Rooz, former Regional CEO with 25+ years of international leadership experience across global, luxury / premium and consumer-facing businesses.
His background includes:
full P&L and governance accountability across 34 markets
regular Board-level reporting and strategic decision support
leadership through COVID, Brexit, geopolitical disruption, supply-chain instability, transformation, and growth
a track record of combining strategic clarity with disciplined execution under pressure
When direction matters more than speed
Most successful organisations have plenty of intelligence, ambition and capability.
However they are often missing orientation at critical moments.
They continue to move, but the direction is no longer fully coherent. Growth starts to introduce friction. Complexity obscures priorities. Decisions feel heavier than they should.
True Bearing exists for these moments.
Not to add more noise, frameworks, or activity. But to help leaders and organisations regain clarity, align around what matters, and move forward deliberately.
What True Bearing does
True Bearing is an independent strategic advisory practice working upstream of execution.
We support leaders, Boards, and investors on questions such as:
What direction is right from here?
What are the real trade-offs?
What must be prioritised now, and what should wait?
Where is friction coming from?
What needs to be aligned before momentum resumes?
The work typically centres on:
strategic direction and intent
leadership and governance alignment
decision quality under uncertainty
enterprise-level trade-offs involving performance, risk, capital, and long-term value creation
Where True Bearing adds value
True Bearing is typically engaged when:
Strategic choices carry irreversible consequences
Capital allocation, market entry or exit, operating model shifts, or leadership structure decisions.
Trade-offs span time horizons and stakeholders
Short-term performance versus long-term value. Growth versus resilience. Speed versus control.
Complexity is organisational or political, not analytical
There may be multiple plausible paths, but no real alignment around which one to take.
Boards and executives need independent judgement
Free from delivery bias, internal politics, or management incentives.
Direction must be set before movement resumes
Because sometimes the most important decision is what not to do.
Strategic Advisory, Not Execution
We do not run projects, manage teams, or sell implementation.
True Bearing is to help frame the decision space, clarify the trade-offs, and support better judgement at moments that matter.
That may mean:
pressure-testing a strategic direction
helping a CEO or Board narrow priorities
bringing coherence to a leadership situation that has become noisy
creating enough clarity and alignment for confident movement again
The work is independent, focused, and time-bound. Engagements conclude once direction is set.
The advisor behind True Bearing
Balazs Rooz has spent more than 25 years in international leadership roles across complex, multi-market businesses, including regional CEO and global executive positions with full accountability for performance, governance, transformation, and resilience.
That experience includes:
leading a 34-market region through major disruptions
presenting strategic options and risk assessments at Board level
governing growth, profitability, transformation, and network development in volatile environments
making decisions where the consequences were enterprise-level, not theoretical  
True Bearing is the natural continuation of that work: independent strategic advisory for leaders who need clarity before action.
How True Bearing is typically engaged
CEO or Founder Advisory
Independent counsel on high-stakes decisions where timing, judgement, and consequences matter.
Board and Strategy Committee Support
Framing options, surfacing trade-offs, and stress-testing assumptions ahead of critical decisions.
Investor or Shareholder Advisory
Objective perspective on strategic direction, value creation, and risk across time horizons.
Situational Advisory
Time-bound support around a specific decision, transition, or strategic reset.
In complex situations, activity can create the impression of progress.
But when direction is unclear, more movement rarely helps.
True Bearing helps leaders and organisations pause long enough to see clearly, choose deliberately, and move forward with greater alignment, confidence, and intent. 
Direction first. Then movement.