At Third Path Strategies, we work with consumer goods brands navigating inflection points—growth, transition, complexity, or stalled momentum. When the traditional paths aren’t working, we help leaders identify and execute a smarter third way that unlocks progress.

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Led by Paul Waller, Third Path Strategies brings more than 15 years of hands-on leadership experience in the premium cigar and specialty consumer goods space. Our work sits at the intersection of strategy and execution—supporting founders, executives, and sales organizations with practical guidance rooted in real operating experience.

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We advise on go-to-market strategy, sales organization design, leadership development, channel optimization, and partner relationships—often acting as a trusted extension of the leadership team. Our approach is direct, candid, and relationship-driven, focused on creating alignment, accountability, and measurable results.

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Whether you’re scaling a brand, rethinking your sales strategy, or navigating change inside your organization, Third Path Strategies provides clear thinking, steady leadership, and a path forward that fits your business—not a one-size-fits-all playbook.