Strategy at the point of execution
Forceline Advisory works with utilities, contractors, and infrastructure owners across the full scope of complex infrastructure work: market strategy, execution governance, and strategic leadership. Founded by Brad Carter, PE, with two decades of end-to-end accountability on both the owner and consultant side of major infrastructure programs.
Shape what goes to market, decide what to pursue, and win it with execution in mind.
Whether you're a utility deciding what to put to market and how to evaluate what comes back, or a contractor deciding which programs to chase, the discipline is the same. Realistic scoping, honest risk assessment, and pursuit decisions grounded in what delivery actually requires.
Structural discipline for complex initiatives, protecting affordability and stakeholder confidence.
Complex initiatives rarely fail loudly. Schedules slip, costs grow, and risk accumulates quietly, until a board meeting, a rate case, or a key stakeholder forces the conversation. Forceline brings a structured framework for reading what the program data is already telling you, including where AI genuinely changes the calculus and where it doesn't, early enough to act on it.
Executive presence, applied when the moment requires it.
Some organizations need experienced judgment at a regular cadence, meaning strategic counsel, board and investor reporting, and executive presence without a full-time hire. Others need someone in the seat for a specific moment: a program startup, a recovery, a leadership gap that can't wait. Forceline provides both, defined by what the engagement actually requires, not a fixed service model.
Forceline works with utilities, contractors, consultants, developers, and infrastructure owners across the full scope of electric utility infrastructure: transmission, distribution, substation, overhead and underground systems, wildfire mitigation, reliability, and renewable energy interconnection. Some engagements start with a relationship; others come through a formal procurement. Either way, the work can mean advising an owner directly, or working embedded with a pursuit or delivery team as the voice of how owners actually evaluate and govern the work. Some clients arrive with a clear ask. Others know something is off and need help naming it. Either way, the work starts at the experienced level, without a ramp-up period.
Every engagement is structured around outcomes, not hours. Where larger firms deploy teams and manage utilization, Forceline uses AI as a force multiplier for experienced judgment, turning the program data clients already have into earlier risk signals and clearer decisions, without adding new systems, new reporting burdens, or new headcount. Forceline isn't an AI company and isn't selling an AI product; the technology is applied in service of the same judgment that has always been the point, letting it see further and respond faster than a much larger team typically could. Engagements range from defined-scope advisory to ongoing retainer relationships, structured around what the moment actually requires.
AboutForceline was built from both sides of the table: the owner side, where the accountability is regulatory, financial, and operational, and the consultant side, where the work is won, structured, and delivered against a client who knows exactly what good looks like. That dual perspective isn't a background detail. It's the foundation of every engagement.
Brad Carter, PE, spent nearly two decades accumulating end-to-end accountability across both sides of major infrastructure work, first as an owner, carrying engineering, operations, regulatory, and program responsibilities at scale, then as a consulting executive leading pursuits, managing client relationships, and delivering complex programs from start to finish. The credential isn't the title. It's having been responsible for the outcome on both sides of the same table.
Forceline works with a select number of clients at any given time. That's by design, not by limitation. Every engagement is hands-on from the first conversation. And where larger firms are selling billable hours, Forceline is focused on outcomes, bringing experienced judgment, AI-enabled analysis, and a structured approach that scales without adding headcount.
Each program reflects direct, hands-on accountability within a broader owner or consulting team, alongside the utilities, agencies, and colleagues who delivered the work.
Owner side
A new transmission line awarded through a FERC Order 1000 competitive solicitation. The scope ran from the CPUC CPCN application and environmental review through design and multi-phase EPC procurement, over a multi-year development timeline.
Plan → Regulatory → Design → Procure
Owner side
Large-scale wood-to-steel pole replacement across a major transmission system, reducing wildfire risk and extending asset life. The scope covered planning, regulatory approval, design standards, contractor execution in the field, and energization.
Full lifecycle
Owner side
Regulatory strategy and capital justification for major infrastructure programs before the CPUC and FERC, including General Rate Case development. The work tied engineering and operations plans to the cost recovery case behind them.
Plan → Regulatory
Consultant side
Planning and design-phase delivery for a defined portion of a large-scale utility undergrounding initiative, inside a multi-party program structure spanning engineering firms, contractors, and the utility’s own teams.
Plan → Design
Consultant side
Multiple capital initiatives at a large municipal utility, including a major 230kV transmission line requiring integration of third-party renewable energy developers. Program governance, stakeholder alignment, and delivery coordination across a technically complex, multi-party scope.
Full lifecycle
Consultant side
A multi-year distribution hardening portfolio delivered through a large program management team, covering planning, regulatory support, design, procurement, and construction across one of the utility’s longest-running capital programs.
Plan → Regulatory → Design → Procure → Construct
Forceline works with a select number of clients at any given time. If you're navigating a pursuit decision, a governance challenge, or a leadership gap, and you want an experienced perspective from someone who has been on both sides of the table, reach out directly.
brad@forcelineadvisory.com