From my father: Do not quit. You've got to fight every minute of the day. He used to say, "Yeah the brick wall, you can go under it, you can go over it, you can go around it. You figure out a way." In business and in life, when I fought through a leukemia battle, that was the most valuable lesson.

We're here 25 years in business as an independent shop. We've weathered 9/11 and the financial crisis of 2008. I'm proud of all of the longevity, in terms of people staying here. I'm proud of the work, and the culture, and how we've created a good environment.

John Wooden, the coach of UCLA. Just the concept of team first. Be the last guy off the boat. Eat last. Don't cut corners. He won the NCAA Championship 10 times. He made sure the players laced up correctly, they warmed up, and they were prepared. Preparation is everything for success.

I’m proud of the culture we’ve built — collaborative, respectful, and never driven by ego. But I’m also proud of how far we’ve evolved beyond traditional “advertising.” Today, people experience messages in a thousand ways: through content, conversation, and culture. We’ve always believed in meeting them where they are, with honesty and intent. The work we do isn’t about selling — it’s about connecting, clarifying, and contributing. That mindset keeps us relevant — and human — no matter how the landscape shifts.

In technology — but not just for the buzzwords. From the beginning, True North has embraced tech as a means to move smarter and faster. We’re now in a moment where AI and automation can handle the mechanics — the assembly, distribution, and optimization — which frees us up to do the deep thinking that drives real impact. It’s not about replacing people; it’s about empowering them. The machine is no longer just a tool — it’s a partner in our process.

What inspires me isn’t one person — it’s the collective spirit of people who come together to do good in the world. People who speak out, stand up, and stay grounded in hope, even when the stakes are high. I’m moved by those who act not out of ego, but out of a shared sense of purpose. That kind of unity reminds me that progress is always possible — that even in tough times, we can choose to build instead of break.

The value of grey. Some of us Texans say "we don't do nuance," but the ability to appreciate complexity and shading — to not see in black and white — is a strength in business and life. (Humor helps too.)

Read a lot, talk a lot. The industry seems to change minute-by-minute, so keep up with the news and the trades, but also mix and talk with your counterparts and competitors to challenge your own thinking.

People whose ideas keep on giving. People like Tim Berners-Lee (the World Wide Web), Malcolm McLean (shipping containers), or Hedy Lamarr (wireless communication), who cook up an innovation that then resonates down through the decades to literally change the world.