PursueGovernLeadHow We WorkAboutExperienceContact

Strategy at the point of execution

Infrastructure advisory built from both sides of the table.

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.

Get in touch
01

Pursue

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.

02

Govern

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.

03

Lead

Executive presence, applied when the moment requires it.

Some organizations need senior judgment at a regular cadence — 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.

FERC 1000
Wildfire Resilience
Regulatory
Underground
Transmission
System Hardening
FERC 1000
Wildfire Resilience
Regulatory
Underground
Transmission
System Hardening
How We Work

Experienced judgment from the first conversation — not after the handoff.

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. Engagements begin through relationships, not RFPs. The clients Forceline works best with already know what they need — they're looking for someone who can step in at the senior level without a ramp-up period.

Scope of Work
01Pursue
  • RFP & solicitation development
  • Proposal governance & evaluation
  • Pursuit & capture strategy including go/no-go analysis
  • Win theme, differentiation, teaming & execution planning strategy
  • Utility-contractor partnership strategy
02Govern
  • AI strategy, partner evaluation & prioritization
  • Governance design, decision rights & organizational structure
  • Affordability & regulatory exposure assessment
  • Portfolio risk mapping & sequencing
  • Schedule, cost & execution diagnostics
03Lead
  • Strategic fractional leadership
  • Fractional Project Executive & program startup
  • Interim & transition leadership
  • Crisis & recovery leadership
  • M&A & acquisition operational diligence

Every engagement is structured around outcomes, not hours. Where larger firms deploy teams and manage utilization, Forceline uses AI as a force multiplier for senior 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 experienced judgment 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.

Who we work with
  • Investor-owned and municipal utilities
  • PMO and engineering firms
  • Construction and EPC contractors
  • Infrastructure and renewable energy developers
  • Public agencies and regulatory bodies
  • Boards and program investors
  • M&A investors and acquirers
Where forceline adds value
  • A major program is entering a critical phase — pursuit, procurement, or delivery — and the stakes just went up
  • Leadership needs a straight answer on affordability, risk, or schedule before the next board meeting or rate case
  • A senior seat needs filling quickly — for a startup, a recovery, or a transition — without a long search or a full-time hire
  • You want a perspective from someone who's sat on both sides of the table before a decision gets made, not after
  • You're comparing a large firm's overhead against a smaller team that can move as fast without it
About

Both sides of the table.

Forceline 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 — by design, not by limitation. Every engagement is senior from the first conversation. And where larger firms are selling billable hours, Forceline is focused on outcomes — bringing senior judgment, AI-enabled analysis, and a structured approach that scales without adding headcount.

Program Experience

Representative work across two decades of infrastructure accountability.

Each program reflects direct, hands-on accountability within a broader owner or consulting team, alongside the utilities, agencies, and colleagues who delivered the work.

Transmission tower

Owner Side

FERC 1000 Transmission Program

Competitive ProcurementRegulatoryEPC

New transmission line developed through a FERC Order 1000 competitive solicitation, requiring full CPUC CPCN application and multi-phase EPC procurement. Coordinated regulatory strategy, environmental review, and contractor selection across a multi-year development timeline.

Field crew on transmission pole

Owner Side

Wildfire Infrastructure Resilience Program

TransmissionAsset ReplacementField Execution

Large-scale wood-to-steel pole replacement program across a major transmission system, addressing wildfire risk and long-term infrastructure resilience. Managed from engineering through field execution, with accountability spanning design standards, contractor performance, and regulatory reporting.

CPUC building

Owner Side

CPUC/FERC Regulatory Program

Rate CaseCapital JustificationRegulatory Strategy

Led regulatory strategy and capital justification for major infrastructure programs before the CPUC and FERC. Supported General Rate Case development, bridging engineering, operations, and regulatory requirements to defend capital investment plans and ensure cost recovery.

Underground construction

Consultant Side

Strategic Undergrounding Program

UndergroundDesign PhaseMulti-Party

Executive sponsor for a major undergrounding program, leading design-phase delivery across assigned infrastructure scope within a large-scale utility initiative. Managed design execution, contractor coordination, and client interface within a complex multi-party program structure.

Transmission construction

Consultant Side

Municipal Utility Program Management

Program ManagementInterconnectionSenior Advisory

Lead program manager for multiple capital initiatives at a large municipal utility, including a major 230kV transmission line requiring integration of third-party renewable energy developers. Managed program governance, stakeholder alignment, and delivery coordination across a technically complex, multi-party scope.

Distribution field work

Consultant Side

Electric System Hardening Program

DistributionProgram ManagementLong-Term Delivery

Executive sponsor overseeing a large program management team responsible for design and construction delivery across a multi-year distribution infrastructure hardening portfolio. Managed client relationships, program performance, and strategic direction as the senior-most consulting representative on one of the utility's longest-running capital programs.

Contact

The right engagements
start with a conversation,
not a proposal.

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 a senior perspective from someone who has been on both sides of the table — reach out directly.

brad@forcelineadvisory.com
Forceline E mark construction drawing