New book by Martin Rust

From War Zones to Boardrooms:

Optimize The Moment

When Strategic Planning Fails

Drawing lessons from diverse environments, from conflict zones to corporate boardrooms, it presents a framework for recognizing and capitalizing on critical moments. The book equips leaders with strategies for mission definition, team assembly, and objective analysis, emphasizing resilience, strategic action, and human insight. It’s an essential read for decision-makers seeking to navigate and thrive amidst contemporary challenges and opportunities.

Optimize The Moment shows us how to move the organizations of today into a state of resiliency, agility and ultimately a success

– Jacki Christopher, Director, National Build-to-Suit Development at Ryan Companies U.S


And dive into Martin Rust’s insights shaping Optimize the Moment, revealing a transformative approach fueled by rich experiences.

From War Zones to Boardrooms: Optimize the Moment When Strategic Planning Fails by Martin Rust offers a compelling exploration of strategic decision-making in dynamic and uncertain environments, providing insights gleaned from the author’s rich experiences in advising corporations through crises and disruptions.

Optimize The Moment: From War Zones to Boardrooms revolutionizes decision-making in today’s volatile business and geopolitical climates. This insightful guide challenges traditional strategic planning, advocating for dynamic, situation-responsive approaches.

Yes, I want to read the first chapter!

Key Themes

This book focuses on 4 key themes that Martin believes every leader has.


I have known Martin professionally for a number of years and now I understand why he follows the consistent framework in his Professional Consulting and is successful in doing so. Very few individuals come with the diversity of experience, cultural understanding, and firsthand leadership experience that has hardened the Optimize the Moment business model and journey through the “Mission.” I found myself emotionally reflecting past and present approaches that helped me ponder my leadership style, especially with the closing section of profound questions to operationalize each chapter’s learning. I will use this book as a manual going forward to articulate, communicate, plan, execute, review, and adjust the Mission going forward. This is a must read for new and seasoned leaders alike. 

Terry Nemeth, Senior Leader & Management Consultant Strategy Corp

Having read Optimize the Moment helped me reframe my thinking. Throughout my life I have has been fortunate to have worked for small entities right up to Fortune 100 companies, it is with this lens that I read Optimize the MomentOptimize the Moment helped me to alter the way I look at things, not everything is a nail, with me thinking as a hammer.  Martin will take you on several paths, all worth waiting to the end as they are brought together in very insightful ways.  In my new journey starting an advisory business, Optimize the Moment and the way Martin takes you through the experience that shaped his world will be instrumental in the success of my new business.

I tend to read and listen to many books, I put Optimize the Moment up beside my collection of favorites such as Gladwell, Blount, Grant, Purja, and McRaven.

Dave McAllister, Senior Advisor, Vincita

Martin Rust upends the traditional corporate approach to strategic planning and forecasting. We no longer live in the kind of predictable world that makes this approach possible. Rust’s experience demonstrates what we all know: that geopolitical, environmental, and economic conflict and upheaval aren’t anomalies, they are the new norm. Therefore, strategic planning exercises that rely on status quo conditions are doomed to fail. By optimizing the moment, defining the mission, truly listening to key stakeholders, embracing chaos, and abandoning preconceived notions, we move the organizations of today into a state of resiliency, agility, and ultimately success. Optimize The Moment shows us how.

Jacki Christopher, Director, Director, National Build-to-Suit Development at Ryan Companies U.S

Martin Rust’s From War Zones to Boardrooms  delves into the flaws of traditional strategic planning and introduces Optimize the Moment, emphasizing adaptability in uncertain environments. Through personal anecdotes and current examples, Rust critiques conventional strategies and advocates for agility, resilience, and innovative decision-making. Key themes include adaptive leadership, decision-making under pressure, and the significance of collaborative networks, offering a new paradigm for overcoming crises and fostering organizational growth.

John Mee, Business Development, Mee Industries

The book resonated deeply, revealing the diligent efforts of smart individuals making impactful decisions behind the scenes, contrary to often negative public perceptions. It humorously critiques outdated “5-Year Plans,” underscoring the value of empathy and human-centric approaches in leadership. The narrative provides hope and a practical framework for the reader’s personal career challenges, emphasizing the transformative power of the Optimize the Moment process in enhancing decision-making and empathetic engagement in both business and personal contexts.

Michael Barrow, CTO, Titanium Forest

About the Author

Martin Rust, a strategic consultant, specializes in decision-making based on intelligence and analysis. His expertise spans procurement, reputation management, security, advocacy, analysis, and strategic communications. With a global presence and multi-sector expertise, Martin Rust is recognized for integrity, discretion, and proven performance as a trusted advisor to senior officials and business leaders worldwide​.