FOREWORD

The path to start-up success is paved with good decision-making: the right decision made at the right time. In this executive insights webinar we dived into the topic of “Bold Decision-Making through Informed Leadership’’ for start-ups and early-stage businesses. Penny Ellenger, GM Engagement of the Advisory Board Centre, spoke with experienced advisory board Chair, Carolyn Grant FABC, and co-Founder of Cérge, Chris Kerrisk, whose exciting young start-up made the unusual pivot from a lux concierge platform to one focused on advancing accessibility and inclusion. Below, we summarise the key points from the session and share access to the full recording for those who missed out.

At a Glance: The Cérge Story

The Cérge story exemplifies how a start-up can navigate multiple pivotal moments with the help of effective advisory boards. While it started as a technology brand targeting five-star resorts, over time the team realised the potential for a far greater social and market impact: pivoting to accessibility and inclusion for people with disabilities. This shift wasn’t just a branding exercise, it fundamentally changed their customer base, value proposition, and investor conversations. Following the pivot, Cérge evolved from a luxury-focused app into a global tech platform, continuously innovating its offerings and commercial models.
What role did the advisory board have to play in this start-up success story? Here are 7 key takeaways

1. Mitigating Founder Bias

Kerrisk acknowledged that he and his founding partner relied heavily on intuition in the early days. Their advisory board introduced structured tools to highlight blind spots and validate decisions, ensuring they weren’t guided solely by gut feel.
He explains, ”Now we create our products and solve problems based on what people are telling us, versus having a gut feeling.”

2. Pivoting to New Markets

When a company is forced to shift strategy, advisors provide confidence and validation for decision-making. This is especially true for strategic decisions that fundamentally change its market or purpose. Understanding the complexity of new markets is critical before making transformational decisions.
Kerrisk explains: “(The Disibility sector) is a complex category to really understand, and we still learn so much all day, every day, even though that’s… four and a half years since we pivoted.”

3. Accelerating Decision-Making through Informed Leadership

Beyond mitigating bias, the board also acted to accelerate decision-making:
Kerrisk reflected,

We don’t want to stuff it up! We want good people to help us make informed decisions in a tight time frame, so we can keep moving quickly.

4. Making Important Connections

Advisors became advocates and connectors, supporting the founders with introductions, insights, and ongoing guidance.

5. Selecting the Board

Advisory boards must be tailored to the company’s current strategic challenge, and not just past experience – this ensures their expertise aligns with the company’s immediate needs.

6. Strengthening Commitment through Remuneration

Paying advisors demonstrates seriousness and ensures active participation. Offering remuneration created respect and commitment at Cérge, leading to engaged, consistent input.

7. Knowing When to Step Back

True value includes recognising when an advisor or advisory board has run its course, while continuing to support from the sidelines.
Grant explains:

Advisors know when their role has reached its natural conclusion, and their lasting value often continues through advocacy and introductions rather than clinging to a formal seat.

The company is already thinking ahead to the 2032 Brisbane Olympics and Paralympics, demonstrating their long-term vision and the intersection of technology, inclusion, and societal impact. Watch the full video of the webinar below.

CLOSING THOUGHT: From Subjective to Defensible Decision-Making

The Cérge story shows the importance of moving from gut-feel or founder intuition toward structured, defensible decision-making. Advisory boards create a disciplined framework that transforms subjective ideas into strategic choices based on evidence, expertise, and critical discussion. By combining the “art” of judgment with the “science” of structured advisory input, founders gain confidence in major pivots, market positioning, and long-term strategy.

Learn more about the power of advisory boards here