This short series of posts is to share with you the SIX guiding Values on which My TrueNORTH is built. 

Doing What’s Right, Not What’s Popular

At My TrueNORTH, our mission is clear: to eradicate unemployment in the UK. By leading ethical, sustainable business growth that leaves a lasting, positive impact on society. Central to this mission is a set of core values that guide everything we do. Among these values, courage stands out as the cornerstone of our approach. For us, courage isn’t just about bravery in the face of adversity but the unwavering commitment to do what’s right, even when it’s not the popular choice.

What Does Courage Mean to Us?

Courage is often misunderstood as a trait reserved for extraordinary situations—heroic acts of physical bravery or bold, groundbreaking innovations. While these are certainly examples of courage, at My TrueNORTH, we see courage as a daily practice, a guiding principle that informs our decisions, interactions, and business strategy.

For us, courage means:

1. Standing by Our Ethical Principles: In a world where the pursuit of profit often overshadows principles, we believe in maintaining the highest ethical standards. This means prioritizing integrity, honesty, and transparency in all our business dealings, even when cutting corners might be easier or more profitable. It’s about ensuring that every decision we make aligns with our values rather than simply following the crowd.
2. Challenging the Status Quo: Scaling a business sustainably and ethically often requires challenging conventional wisdom and industry norms. This can be uncomfortable, as it regularly involves questioning widely accepted practices that may not be in the best interest of the long-term health of the business or society. We encourage our clients to have the courage to innovate, to think differently, and to lead by example, even if it means going against the grain.
3. Making the Tough Decisions: Every business faces difficult choices that can impact employees, customers, and the wider community. We believe in making these decisions based on what is right, not what is easy or popular. Whether it’s choosing to invest in sustainable practices, refusing to engage in unethical marketing, or standing firm in our commitment to fair treatment of employees, we are guided by our commitment to doing what’s right.

Courage in Action: Real-Life Examples

Courage is not just a value we preach; it’s a value we live by. Here are a few examples of how courage manifests in our day-to-day operations and our work with clients:

1. Ethical Business Practices
One key area where courage is required is maintaining ethical business practices, especially when faced with opportunities that could lead to short-term gains at the cost of long-term integrity. At My TrueNORTH, we have turned down partnerships and business opportunities that did not align with our values. This might have cost us revenue in the short term, but it reinforced our commitment to our mission and earned us the trust and respect of our clients.

2. Advocating for Sustainability
In today’s business environment, sustainability is often discussed but not always practised. We have made a firm commitment to promote and implement sustainable practices, both within our own operations and in the businesses we coach. This involves challenging clients to rethink their approach to resources, energy, and waste and consider the long-term impact of their business on the environment. It’s not always an easy conversation, but it’s the right one to have.

3. Promoting Mental Health and Wellbeing
As a business coach who speaks openly about mental health and suicide prevention, I understand the importance of creating a work environment that prioritizes the well-being of employees. This requires courage, especially in industries where the ‘hustle culture’ glorifies long hours and burnout. We encourage business owners to take a stand for the mental health of their teams, even if it means making unpopular decisions like enforcing work-life balance, offering mental health days, or investing in employee support programs.

Why Courage Matters in Business

In a rapidly changing world, businesses face a multitude of pressures—from economic fluctuations to social expectations to environmental challenges. It’s easy to be swayed by trends, to follow the competition, or to take the path of least resistance. But businesses that succeed in the long term have the courage to stay true to their values, even when it’s difficult.

1. Building Trust and Loyalty
Customers, employees, and partners are drawn to businesses they can trust. When a company consistently acts with integrity and courage, it builds a reputation that attracts loyalty. People want to work for and with companies that stand for something and make decisions based on what’s right, not just what’s profitable. This trust and loyalty translate into long-term success as customers return, employees stay engaged, and partners seek long-term collaboration.

2. Leading with Authenticity
In an age of transparency, authenticity is a powerful differentiator. Businesses that have the courage to be true to their mission and values, even when it’s not the popular choice, are seen as authentic leaders in their industry. This authenticity resonates with today’s consumers, who are increasingly looking to support companies that align with their own values.

3. Creating a Positive Impact
Courageous decisions often lead to positive change—not just within the company but also in the broader community. Whether it’s through ethical sourcing, fair labour practices, or environmental stewardship, businesses that prioritize doing what’s right contribute to a better world. At My TrueNORTH, we believe that business can and should be a force for good, and we are committed to leading by example.

How We Cultivate Courage in Our Clients

At My TrueNORTH, one of our primary goals is to instil the value of courage in the businesses we coach. We believe that by empowering business owners to act with courage, we can help them achieve not just financial success but also a lasting, positive legacy.

1. Encouraging Ethical Decision-Making
We work closely with our clients to help them navigate difficult decisions, always encouraging them to consider the ethical implications of their choices. By providing a framework for ethical decision-making, we empower them to make choices that align with their values and long-term business vision.

2. Challenging Comfort Zones
Growth doesn’t happen in comfort zones. We challenge our clients to step outside their comfort zones, to take risks, and to embrace change. This often means encouraging them to take a stand on issues that matter, even if it means facing criticism or pushback.

3. Providing Support Through Tough Times
Courage isn’t about never feeling fear; it’s about moving forward in spite of it. We provide our clients with the support they need to make courageous decisions, offering guidance, encouragement, and a safe space to explore difficult choices. By standing with them through tough times, we help them build the resilience and confidence needed to lead with courage.

The Courage to Lead

At My TrueNORTH, courage is more than just a value; it’s a way of life. It’s the foundation upon which we build our business, the standard by which we measure our success, and the principle that guides us in everything we do. We believe that by having the courage to do what’s right, even when it’s not popular, we can help create a world where businesses are a force for good, where ethical practices are the norm, and where success is measured not just in profits, but in the positive impact we make on society.

As we continue to grow and evolve, we remain committed to leading with courage and inspiring others to do the same. Whether you’re a business owner looking to scale your company, a leader striving to make a difference, or someone who shares our passion for ethical business practices, we invite you to join us on this journey. Together, we can create a future where doing what’s right isn’t just the courageous choice—it’s the only choice.

You can learn more about our second value here: DISCIPLINE