About
The people behind
the whole picture.
Cherie Goodenough
Founder & Fractional Chief Operating Officer
M.Sc.
Sharon Moskowitz
Fractional Chief Strategy Officer
M.S.Ed.
Cherie
I'm a strategist and operator who came up through engineering. I have a Master's in Physics from UBC, and I've spent more than twenty years inside growing businesses. A decade of that was at an engineering and manufacturing firm in life sciences and medical devices, where I started as an engineer and ended as Director of Strategic Initiatives and helped take the company from $20M to $120M in revenue and from 50 to 250 people.
As Founder and Fractional Chief Operating Officer at Crux, I ask what actually has to change, then stick around to see the changes through. I started the firm in 2007 because I kept seeing the same gap: a founder had a banker for financing and a CPA for tax season, but no one alongside them thinking about how the business actually ran the rest of the year.
My approach blends strategy with operations, so priorities become plans with clear owners and numbers you can trust. I believe the way a business runs is designed, not inherited, which means it can be redesigned.
Outside of work, I've spent the last twenty-five years raising three humans I'm deeply proud of. I hike the Bay Area hills with my husband and our dog, and I sew things I sometimes wear in public.
Sharon
I'm a business strategist and executive advisor, and I've spent more than twenty years helping founders and leadership teams turn complexity into clarity and vision into action.
As Fractional Chief Strategy Officer at Crux, I challenge conventional thinking, ask the questions others avoid, and connect the dots between big-picture goals and what it actually takes to reach them. My approach blends strategic thinking with practical execution, so businesses grow stronger, more profitable, and less dependent on their owners.
I believe the most toxic sentence in English is “this is how we've always done it.” A successful business shouldn't demand everything from the person who built it. I help leaders build businesses that create lasting value, empower their teams, and give owners back their most valuable resource: time.
What we do together
Then the hard
work begins.
Getting a clear picture is the starting point. What matters is what changes next. Together, we connect the decisions about where your business is going with the day-to-day work that gets it there.
Sharon brings the strategy lens. Cherie brings the operating lens. We work through what to pursue, what to stop, and what needs to change so your team can deliver. Priorities become plans, with clear ownership and numbers you can trust.
Then we help build the things that let you step back: a team that can make decisions without checking in, a cash forecast you can rely on, and systems that keep working when you take a week off.
Not just a plan for a stronger business. A business that actually runs that way.