In late 2022, as funding markets collapsed, Roy Hefer reframed Perk’s choices: accept punitive, dilutive capital or pivot to profitability. By trading growth for faster profitability, finance preserved control, avoided a down round, and made the company “default alive”—showing how framing options can shape strategy without forcing decisions. Now Watch our Episode Featuring CFO Roy … Continue reading From Decks to Decisions: Turning Strategy Into Execution | Roy Hefer, CFO, Perk