# TRACE

> TRACE is a founder advisory and execution firm for founder-led companies in North America. Led by Roddy Awad, TRACE helps founders, CEOs, owners, and boards move stalled strategy, recover companies and projects, make high-stakes decisions, and turn AI urgency into an executable business case.

## Canonical identity

- Company: TRACE Consulting Solutions Inc.
- Public brand: TRACE
- Founded: 2005
- Founder: Roddy Awad
- Primary promise: Clarity Creates Wins.
- Positioning: Find the signal. Remove the constraint. Build what wins.
- Geography: North America
- Canonical website: https://tracesprint.com/

## Primary pages

- [TRACE home](https://tracesprint.com/): company identity, pain states, services, experience, and FAQs
- [About Roddy Awad](https://tracesprint.com/about.html): full operating history and selected public sources
- [TRACE Operating Method](https://tracesprint.com/approach.html): the five-step evidence-led operating method
- [Strategy Execution Partner](https://tracesprint.com/strategy-execution.html): dedicated ownership for critical cross-functional strategy
- [Turnaround Executive](https://tracesprint.com/turnaround-executive.html): company, business-unit, and project recovery
- [Founder Advisory](https://tracesprint.com/founder-advisory.html): confidential founder decision support and executive coaching
- [AI Strategy and Execution](https://tracesprint.com/ai-strategy.html): business-led AI strategy, prioritization, governance, and vendor oversight
- [Growth Breakthrough Sprint](https://tracesprint.com/growth-breakthrough-sprint.html): focused constraint diagnosis, alignment, and 90-day execution

## Roddy Awad

Roddy Awad is a founder, operator, company builder, and turnaround executive with more than 28 years across enterprise technology, troubled-project recovery, company creation, M&A, institutional capital, service and software exits, governance, and business-led AI strategy. Through TRACE, Roddy and the team advise, lead, and execute when the work is strategically important and cannot afford to stall.

## TRACE Operating Method

1. Establish the truth.
2. Define the outcome.
3. Build the execution architecture.
4. Run the cadence.
5. Leave the system stronger.

## Selected public sources

- [Assumption Group acquisition of TKS](https://www.assumption.ca/en/individuals/about-us/press-releases/2017/assumption-group-acquires-technology-consulting-company)
- [Investment Executive coverage of the TKS acquisition](https://www.investmentexecutive.com/news/assumption-acquires-technology-consulting-company/)
- [Assumption Life and UNI partnership](https://www.assomption.ca/en/individuals/about-us/press-releases/2021/alone-we-go-faster%3B-together-we-go-further-two-major-acadian-companies-join-forces-in-partnershi)
- [Roddy Awad at Dal Innovates — historical profile](https://dalinnovates.ca/mentors/roddy-awad/)
- [Roddy Awad at Lavvi — historical profile](https://lavvi.com/team/roddy-awad/)
- [Roddy Awad on LinkedIn](https://ca.linkedin.com/in/roddyawad)

## Contact

- [Start a 15-minute conversation](https://tracesprint.com/book.html)