Create More Value

Fortuna Advisors LLC
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Founder and CEO, Greg Milano, of Fortuna Advisors interviews leading executives, board directors, investors and other experts to discover how they've helped Create More Value for stakeholders and shareholders alike through capital deployment and allocation, mergers and acquisitions, corporate culture, executive compensation, investor activism, ESG and emerging opportunities like artificial intelligence that could change everything.

  1. 10H AGO

    Richard Langlois on the “make-or-buy” decision—and the evolution of the modern corporation

    Expert in the economics of organizations, Professor Richard Langlois, joins us to explore how and why firms decide between internal production and market transactions. Drawing on Ronald Coase’s foundational theory of transaction costs, Langlois explains that companies “make or buy” based on which option is less costly and more effective, a question that underpins the broader structure of firms, ownership models, and vertical integration. He argues that the dominance of large, vertically integrated corporations in the mid-20th century was less about inherent superiority and more a response to poorly functioning markets during the Great Depression, World War II, and heavy financial regulation. As markets—especially capital markets—improved through deregulation, many conglomerates unwound in what Langlois calls the “vanishing hand,” a shift back toward market coordination and specialization. The conversation also examines why today’s tech giants like Amazon and Apple succeed with integration, attributing it to scale, platform dynamics, modularity, and fine-tuning advantages rather than old-style conglomerate logic. Langlois further discusses innovation, the debate over whether transformative breakthroughs are slowing, and the importance of organizational knowledge and capabilities as the foundation for growth. The episode highlights how firms must strategically balance integration, outsourcing, and core competencies in a constantly evolving market environment.

    39 min

  2. FEB 3

    Karl Pichler on metrics that matter—and the EBITDA trap

    Karl Pichler, CFO of Sourceability Global Holdings and former CFO of Rackspace, shares insights from more than 25 years as a public company executive, investor, and educator. We discuss Karl’s evolution from corporate finance expert to enterprise leader, covering his role in scaling Rackspace from $80 million in revenue to over $2 billion, through an IPO and eventual sale to Apollo Global Management. This episode features a practical discussion of capital allocation and value measurement best practices—exposing the limitations of EBITDA and ROIC—and discussing how corporate leaders can truly balance growth and return on capital to optimize long-term value creation.

    45 min

  3. JAN 20

    J. Michael Bruff’s CFO playbook for enduring value creation

    J. Michael Bruff, CFO of Envision Healthcare and a veteran finance and operating executive, joins us to discuss the core attributes of effective CFOs. We discuss internal controls, Michael’s broad functional and operational experience, and the importance of a deep understanding of how financial statements work together to drive lasting value. Michael shares insights from his time at Varian Medical Systems, where the company shifted its capital allocation priorities from buybacks to life-saving R&D, ultimately quadrupling its compounded revenue growth rate and nearly doubling its share price in just three years. The conversation covers how value-based incentive and allocation frameworks lead to agile and disciplined decision-making. This episode offers practical guidance for leaders seeking to improve capital allocation, strategic clarity, and value creation.

    36 min

  4. JAN 6

    Aswath Damodaran on valuation, bias, and real value creation

    Valuation and corporate finance heavyweight, Professor Aswath Damodaran, joins us to discuss what truly drives value creation. Damodaran challenges conventional wisdom around return on invested capital, cost of capital, and incentive metrics, explaining why accounting-based measures often mislead managers and investors. He explores the importance of connecting corporate narratives and numbers, treating R&D and brand-building as real investments, and recognizing bias and overconfidence in forecasts—especially in capital allocation and M&A. While he is openly skeptical of EVA due to its susceptibility to being gamed, this critique highlights the need for more robust and innovative approaches to measuring value creation. The conversation also covers corporate life cycles, why most companies struggle to earn returns above their cost of capital, and Damodaran’s perspective on the AI investment boom.

    50 min

  5. 10/14/2025

    How an ownership culture drives sustained shareholder returns

    Fortuna partners Greg Milano and Marwaan Karame explore how an ownership culture fuels long-term shareholder returns in the final instalment of a five-part series on economic-profit-based value management. The discussion centers around an updated take on economic profit that shows a stronger relationship to shareholder returns, known as Residual Cash Earnings (RCE). By focusing on RCE, companies gain better insights into where value is created or destroyed, enabling smarter resource allocation and incentive compensation. The episode explains how this value management approach fosters five key traits of an ownership culture, as illustrated through real world case studies featuring corporate clients. This conversation offers valuable lessons for executives, investors, and business leaders aiming to enhance decision-making and build a true ownership culture within their organizations.

    43 min

  6. 09/30/2025

    Patrick Furtaw on pricing strategy that drives shareholder value

    Expert in pricing strategy and value-based management, Patrick Furtaw, joins the podcast. Patrick shares insights from his background in strategy, corporate finance, and organizational change, explaining why pricing is one of the most powerful levers for driving shareholder value. The conversation covers common pitfalls such as overreliance on cost-plus pricing, insufficient executive ownership, and misaligned sales incentives, while highlighting solutions like value-based pricing, price realization metrics, and smarter sales compensation structures. We also explore the rise of subscription and outcome-based models across industries, with examples from tech companies, John Deere, and Caterpillar, as well as lessons from Amazon’s approach to price testing. The discussion reinforces a simple but critical truth: customers don’t buy your costs—they buy your value.

    38 min

  7. 09/23/2025

    Tim Koller, a thought leader in value-based management

    Valuation expert, author, and leader of McKinsey & Company’s strategy and corporate finance practice, Tim Koller, joins the podcast. Greg and Tim explore the critical drivers of long-term value creation, the risks of short-termism, and the essential role of CEOs and CFOs in overriding human and organizational bias to drive optimal corporate strategy. We cover the importance of granular resource allocation, organizational biases like inertia and groupthink, and the process-based discipline and data needed to sustain value creation. The discussion also covers the role of artificial intelligence in business—distinguishing between its potential as a tool for efficiency versus an enabler of competitive advantage.

    32 min

  8. 09/02/2025

    Make what’s good for shareholders also good for employees and their family

    Most incentive plans fail to drive true value creation—they reward mediocrity, encourage short-term thinking, and reward sandbagging and gaming of the system. In the fourth instalment of a LinkedIn Live series, Fortuna partners Greg Milano and Marwan Karame share a better incentive compensation design using a modern take on economic profit: Residual Cash Earnings. We cover why traditional bonus plans fall short, the key traits of an ownership culture, and how true value-based incentives align management’s interests with those of long-term investors. We also feature real-world examples and simulations that demonstrate why this approach is so effective at creating an ownership culture at large public companies.

    50 min
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Ratings & Reviews

5
out of 5
3 Ratings

About

Founder and CEO, Greg Milano, of Fortuna Advisors interviews leading executives, board directors, investors and other experts to discover how they've helped Create More Value for stakeholders and shareholders alike through capital deployment and allocation, mergers and acquisitions, corporate culture, executive compensation, investor activism, ESG and emerging opportunities like artificial intelligence that could change everything.

Information

  • Creator
    Fortuna Advisors LLC
  • Years Active
    2024 - 2026
  • Episodes
    52
  • Rating
    Clean
  • Copyright
    © 2026 Create More Value
  • Show Website
    Create More Value