Frequently asked questions

What does Strategic Arts and Leadership Consulting do?

Strategic Arts and Leadership Consulting (SALC) is a strategy and leadership advisory firm founded by retired U.S. Air Force Brigadier General Geoffrey F. Weiss. SALC helps organizations build a strategy that commits to real choices, and helps their leaders find the courage to carry it out.

The firm offers strategic assessments, leadership assessment and executive coaching, strategic messaging advice, thought-leadership writing, and speaking.

Who is Geoffrey Weiss?

Geoffrey F. “Geoff” Weiss is the founder and CEO of SALC and a retired U.S. Air Force brigadier general with 32 years of service. He commanded at the squadron, group, and wing levels, including the 552d Air Control Wing and its E-3 AWACS fleet, and spent more than a decade in senior Pentagon assignments.

He was certified to advise the President on nuclear decisions, briefed the Secretary of Defense and the Chairman of the Joint Chiefs of Staff on global operations, and finished his career as Director of Regional Affairs for the Department of the Air Force, overseeing a security cooperation portfolio of more than $300 billion. He is the author of The New Art of War: The Origins, Theory, and Future of Conflict (Cambridge University Press, 2021).

Who does SALC work with?

SALC works with private companies, government agencies, military organizations, and nonprofits. Typical clients are executives and leadership teams facing a high-stakes call: entering a new competitive environment, inheriting a strategy they didn’t build, weighing a major investment or pivot, or leading through significant change.

Why would a business hire a retired general as a strategy consultant?

Because the military learned long ago what many businesses learn the hard way: a plan that assumes a cooperative opponent fails on first contact. Senior officers are trained to decide with incomplete information and to set priorities when everything looks urgent, then hold an organization together while the decision plays out.

Geoff did that for 32 years, leading organizations of up to 4,000 people and $15 billion in assets through the defeat of ISIS, the COVID-19 response, and the Afghanistan withdrawal. SALC translates those lessons into terms a company, agency, or nonprofit can use on Monday morning.

What is the difference between a strategy and a list of goals?

A list of goals says what an organization wants. A strategy says what it will do, and what it will stop doing, to get there with the resources it actually has. Most organizations that claim a strategy have a list of goals.

If your organization has twelve priorities, it has none. SALC’s work starts by forcing those choices.

What services does SALC offer?

SALC offers five services:

• Strategic Assessment & Advisory. An independent evaluation of your current strategy, with a written assessment, prioritized recommendations, and an executive debrief.
• Leadership Assessment & Coaching. Structured assessment of a leader or leadership team, followed by targeted coaching.
• Strategic Messaging & Communications Advisory. Messaging frameworks, talking points, and preparation for testimony, media, and other high-stakes appearances.
• Written Content & Thought Leadership. Original articles, op-eds, white papers, and executive briefs.
• Media, Panel & Podcast Appearances. Expert commentary, panels, podcasts, and keynotes.

Does SALC provide executive coaching?

Yes. Coaching starts with a structured assessment built on SALC’s 5-C Leadership Model: Character, Clarity, Competence, Connection, and Courage. The assessment produces written development priorities, followed by coaching sessions and a progress review at the close of the engagement.

It suits executives stepping into a new role, high-potential leaders being prepared for more responsibility, and leadership teams going through major change.

How does SALC approach strategic planning?

SALC uses its 5-D Strategic Planning Model, which moves an organization through five stages in order: Discover, Diagnose, Design, Decide, and Deploy. The stage most organizations skip is Decide, which is where the hard trade-offs get made and written down.

What is The New Art of War, and does it apply to business?

The New Art of War: The Origins, Theory, and Future of Conflict (Cambridge University Press, 2021) is Geoff’s book introducing the Unified War Theory, a framework for how conflicts start, how they are fought, and what decides who prevails. It was endorsed by LTG (Ret.) H.R. McMaster, former U.S. National Security Advisor.

Its central ideas carry into business. Will matters more than raw resources, and an advantage you cannot bring to bear is worth nothing. The SALC article What War Teaches Us About Business Strategy applies them directly.

How does an engagement with SALC work?

It starts with an inquiry through the contact form or LinkedIn, followed by a complimentary 30-minute scoping call to talk through the problem and whether SALC is the right fit. If it is, SALC sends a short written proposal within five business days. Work begins once both sides sign an engagement letter.

How much does SALC charge?

Fees depend on the scope of the work. SALC offers three engagement models: hourly advisory, fixed-fee projects for defined deliverables such as assessments and articles, and monthly retainers for ongoing advisory relationships. Pricing is provided after the complimentary scoping call.

Where is SALC based, and do you work with clients elsewhere?

SALC is based in Lexington, Kentucky. Geoff works with clients across the United States, in person or virtually, and travels for workshops, keynotes, and on-site engagements.

Is Geoff available for keynotes, panels, and podcasts?

Yes. Geoff speaks on strategy, leadership, national security, and the future of conflict. He has lectured at the Australian Defence College and spoken at forums including the Air & Space Forces Association conference and the Sarajevo Security Conference. Use the contact form to check availability.

How do I get in touch?

Use the contact form, email gweiss@strategicartsleadership.com, or connect with Geoff on LinkedIn.