Expose the Friction. Execute with Clarity.

We help leaders see the friction that slows execution — and build the systems to eliminate it.

Let's Talk Our Approach

Strategy Fails From the Inside Out

Why FrictionPoint

Strategy doesn't fail because leaders aren't smart or committed. It fails because of the friction created by hidden assumptions, unspoken rules, and legacy metrics that distort how work actually gets done. The real obstacles live under the hood — and they don't show up on dashboards.

FrictionPoint exists to make these forces visible. If you can see them, you can fix them.

How We Think

Four principles that shape every engagement.

Under the Hood Truth

Organizations run on invisible forces — assumptions, incentives, and legacy metrics. We surface them so you can act on what's real.

Dashboards tell you what happened. We figure out why.

Alignment That Holds Under Load

We build clarity around what matters most and ensure leaders are truly aligned — not just verbally aligned — when pressure is highest.

Execution as a System

Strategy becomes reality only when operating models are simple, repeatable, and built for real-world conditions.

Capability Over Dependency

We equip leaders to diagnose friction themselves, long after we're gone. No branded methods. No software lock-in. Just capability.

What We Do

Our Services

See all services

Our goal is to provide services that are right-sized for your organization — whether it's a private practice looking for startup or growth support or a large health system that needs scalable optimization.

Large Group & Academic Practices

Large group and academic practices face unique competitive challenges, the constraints of operating within larger systems, and the difficulty of helping a specialty thrive within a "one-size-fits-all" model. Our team brings both consulting and successful executive experience across multiple surgical specialties, internal medicine, hospital-based practices, and primary care.

  • Strategic Implementation
  • Strategic Analysis
  • Interim / Fractional Executives
  • Change Readiness & Implementation

Hospitals, Surgical Centers, & Care Facilities

Hospitals, surgical centers, and care facilities face increasing pressure around revenue generation and cost containment. Small facilities struggle with resource constraints; large ones battle competing demands. We bring the operational experience to help you identify your real levers and execute with precision.

  • Strategic Implementation
  • Strategic Analysis
  • Interim / Fractional Executives
  • Change Readiness & Implementation

Private & Solo Practices

Private and solo practices face the same strategic and operational needs of any practice — but without the resources or staff to have those in-house. Our team provides your practice with that depth and expertise as you need it, no matter where you are in your journey.

  • New Practice Starts
  • Fractional Executives & Analysts
  • Development & Coaching
  • Sale / Purchase Consulting

The Team

Who We Are

Full Team
Craig Brooks — Founder, Strategy & Operations Consultant

Craig Brooks

Founder, Strategy & Operations Consultant

Craig brings more than 20 years of leadership and executive experience in physician group and surgical operations, high-risk national security environments, retail service, and manufacturing. His work centers on aligning teams around what matters most, turning complex strategy into simple repeatable operating models, developing leaders who understand the business and make strong decisions, and surfacing the hidden barriers that limit execution.

My focus is simple: identify what truly drives results — and build the systems and leaders that make those results repeatable.

Chris Scott — Culture & Team Coach

Chris Scott

Culture & Team Coach

Chris is passionate about creating environments where individuals can grow, thrive, and reach their fullest potential. An enthusiastic and purpose-driven leader, he is deeply committed to helping people discover their strengths and translate them into meaningful impact. Chris brings diverse leadership experience across healthcare, construction, and administrative operations.

To give anything less than your best is to sacrifice the gifts you've been given.

Aretha Thurmond — Executive Coach

Aretha Thurmond

Executive Coach

Aretha Thurmond is an experienced sports executive and leadership coach with a career built on developing people, strengthening teams, and creating environments where individuals can perform at their best. She served as Chief of Athlete Services and International Teams at USA Track and Field, supporting athletes and staff that earned 256 medals across multiple Olympic and World Championship cycles — including 14 Olympic gold medals in 2024.

Doug Reno — Values-Based Leadership

Doug Reno

Values-Based Leadership

Doug is an award-winning leader whose primary focus is on creating and maintaining healthy work environments centered on delighting patients, staff, and clinicians. He brings experience developing and expanding multi-disciplinary surgical practices, including strategic planning, marketing, facility coordination, and operations.

Ready to look under the hood?

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