The Firm
Forma works at the intersection of strategy, design, and product — where decisions become systems people actually use.
We partner with leadership teams in hospitality, technology, and consumer-facing businesses at moments of inflection — when growth, complexity, or change exposes limits in the current product, platform, or operating model.​
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Our work starts upstream, but it is always grounded in what gets built. We help teams clarify where value is being created, lost, or left on the table, then design the operating models, platforms, and product surfaces where that value actually shows up.
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We don’t deliver decks in isolation. Every engagement is oriented toward shaping real systems — the products, workflows, and experiences that ultimately carry the strategy forward.
The Founder
Forma was founded by Cody Rose, a strategist and product leader who has spent nearly two decades working at the intersection of hospitality, technology, and scale
Before Forma, Cody worked inside and alongside high-growth companies as they navigated moments of inflection — helping teams translate ambition into systems that could actually support it.
That experience shapes Forma’s work today. Not as a set of frameworks or prescriptions, but as a way of seeing: recognizing patterns, naming hidden constraints, and helping leadership teams make better first-order decisions before complexity hardens in place.
Forma remains intentionally small. This allows for deep involvement in the work, direct ownership of the thinking, and a focus on problems where clarity — not volume — creates the most leverage.