Why this firm exists.
The pattern repeated 25 times. The discipline had to be practiced.
The pattern that became Zero Fog repeated 25 times across 15 years of strategic execution work — at Liberty Mutual, BCG's Customer Experience practice, Bank of America, and BCG's Corporate Finance Strategy practice. Different sectors, different scales, the same structural failure: leadership had committed to something critical — a transformation, a post-merger integration, an AI program, a re-org — the mandate was clear, but the capability to execute it wasn't there.
Hero work compensated. Glue teams formed. Initiatives stalled quietly. The data existed — in financials, surveys, AARs, benchmarks — but the causal connections between execution and outcomes weren't visible. The fix, every time, was the same architecture: a causal model linking financial outcomes to the capability factors that govern them, with explicit causal chains, confidence-qualified contribution ratios, and a feedback loop that compounded learning rather than resetting it.
The work produced results — but it produced them once, person-dependent, project-bounded. The discipline left when the engagement ended. The depth left with it. Zero Fog exists because that pattern had to stop. Twenty-five-plus implementations later, the methodology was clear enough to codify, the discipline repeatable enough to practice as a firm, and the architecture mature enough to productize as software.
The firm and the substrate were built together as peers in a deliberate partnership: Rejoyce productizes Strategic Execution Intelligence as software; Zero Fog practices it as a firm. The two operate against the same methodology — Execution Physics — with the same intellectual lineage, refined across the same engagements. The firm doesn't end when the engagement ends. The substrate doesn't either.
FOUNDER
PHOTO Founded by Jay Rappa — most recently Senior Director, BCG Corporate Finance Strategy. · LinkedIn · Email
Zero Fog and Rejoyce: peers, not parent and subsidiary.
Strategic Execution Intelligence — the sub-category of Decision Intelligence both firms founded — required two delivery surfaces from the beginning: one productized, one practiced. Rejoyce is the software company. It builds the SEI substrate as a platform: the Mirror, the Capability Framework, Joyce, the Flywheel. Customers who want SEI as infrastructure they own and operate go through Rejoyce.
Zero Fog is the practice. It applies the substrate to the moments where leadership teams need senior practitioners alongside the analytical infrastructure — boards navigating sharper diligence, PE operating partners pre-exit, transformation programs pre-design, AI initiatives pre-commit. Customers who want SEI as a practiced discipline with senior partners doing the work go through Zero Fog.
The two firms share intellectual lineage, share IP, and operate as architectural peers in the same sub-category. One isn't the consulting arm of the other. They are two surfaces of the same methodology, deployed against the same thesis, designed to compound each other.
A small firm, by design.
Zero Fog takes on a small number of high-stakes engagements per year. The firm is built around senior practitioners — SEI Principals and SEI Partners — supported by an SEI Lead and Associate bench that grows as engagements warrant. Every engagement is led by a senior practitioner with direct accountability for the work. We are not interested in engagements outside the six canonical situations. We are deeply interested in engagements inside them.