Our Vision

To eradicate unemployment in the UK.

By empowering conscientious business leaders to scale their businesses sustainably,
creating more opportunities than there are people seeking work.

At My TrueNORTH, our vision is bold yet deeply personal. This vision isn’t just a corporate goal but is rooted in my journey.

Having experienced the pain of laying off dedicated employees during challenging times, I vowed never to create a job that wasn’t part of a sustainable career. That moment shaped my purpose and ignited my commitment to helping businesses grow in a way that benefits not just their bottom line but also their people and communities.

This vision matters because it addresses more than just economic growth—it’s about creating lasting impact, fostering dignity through meaningful employment, and ensuring no one has to face the uncertainty of losing their livelihood due to preventable business challenges.

“Through My TrueNORTH and the #ADDAZERO methodology, we aim to transform businesses into engines of opportunity and societal progress, leaving a legacy far beyond profit.”

Our Mission

Transform accidental business owners into strategic CEOs who build genuinely sellable assets.

We help multi-six-figure service business owners escape the trap of being indispensable to their own success. Through our proven methodology and personal experience of successful exits, we guide business owners from working 60+ hours a week in businesses that depend on them, to building valuable assets that run profitably without their daily involvement.

Our commitment: By systematically extracting business owners from daily operations while increasing business value, we create both personal freedom and economic impact – businesses that employ more people while demanding less from their founders.

Our Values

At My TrueNORTH, our values are the foundation of everything we do. They guide our decisions, shape our culture, and define how we support conscientious business leaders in achieving significant and sustainable growth. These values reflect who we are and our commitment to helping businesses grow, scale, and exit successfully.

Respect

For where people are in their accidental business owner journey. We respect that you didn’t plan to become trapped by your success – it happened because you’re talented and committed. We tailor our support to your specific situation, not generic business advice, because every business owner’s path to freedom is unique.

Accountability

To have honest conversations about what’s really happening in your business. We hold ourselves accountable for telling you uncomfortable truths you need to hear, and we support our clients in being accountable for the changes required to escape their current situation. Growth without accountability is just wishful thinking.

Mastery

Of the art of stepping back while building up. We’re committed to both teaching and applying Kaizen Philosophy – continuous improvement in business systems that reduce owner dependence. True mastery means making yourself systematically irrelevant to daily operations while increasing business value.

Commitment

To your transformation, not just your revenue. We’re committed to helping you build genuine freedom, even when that means difficult changes to how you currently operate. Our commitment extends to our mission of helping accidental business owners, our business practices, our team, and most importantly, to seeing you successfully transition from trapped owner to strategic CEO.

These values are more than words—they are principles that define how we work with business owners and decision-makers to achieve their goals while fostering a culture of growth, collaboration, and excellence. If these resonate with you, let’s start a conversation about how My TrueNORTH can help you achieve sustainable success