A True North representative explains how Sitkins unifies its team around a shared vision: doubling revenue from $120M to $250M by 2028 while keeping retention central to growth. The firm uses the Vivid Vision concept to engage employees emotionally and intellectually, operating on the principle of same goals with different roles.
What.
What's an area again, whether. Maybe it's a philosophy, a strategy, a process, something that you all, True north, have gravitated to and use. It's been helpful and successful for your business operations?
You know, I think so, yeah. Our relationship with Sitkins goes back to really the. At the very beginning of true north, so 20 plus years ago. I remember my first year out of college, I went. Did the producer training camp, the three sessions. And. And yes, we've had a long history. I would say that one of the things that's been very helpful for us, that it's a. It's. It's as simple as a slogan, but it's much more than that. But it's the same goals with different roles. And we've used that throughout the entire firm. And people get it and they understand allows really the entire team to connect with what we're trying to do. So one of the things we did at the beginning of this year is we rolled out. There's a book, and I couldn't tell you the guy that wrote it, but it was called Vivid Vis. It's through the COO alliance, and our COO is part of that. But the whole idea being, you know, if you could craft a vision for who you want to be, you know, down the road, what is that? And so we spent a lot of time. We read the book, we spent a lot of time crafting that vivid vision. We added, you know, some aspirational numbers to it. Just naturally that's. We're wired that way. But, you know, we. We put that all together, but then, you know, we lay that out for our. All of our people and done that in different sessions with everybody, in a lot of q and a, etc. And, you know, as you can, we want to try to double the size of the firm in the next. By the end of 2028, we'd like to be 250 million. So when we roll this out last year, you know, we were wrapping up at 120 or so million. So that was the doubling in five years and really getting our people to connect with that and understand that actually this is the goal. And we all have the same goal. Yeah. And everybody has their role in it. And starting to then connect everybody to what that vision is and where they play. You know, we. We will talk about we. I think we do a tremendous job of getting people engaged emotionally and attached emotionally to True north and who we are and what we're about. I mean, now it's getting attached intellectually to where we're going. And so using that same goals, different roles, has allowed us to really connect with the people and help them think about what they're doing. You know, everybody from the, you know, the front desk to the people in accounting, to HR or IT to the account managers and so on and so forth, and certainly the producers were kind of the most clearly, you know, can see it clearly. But it's that's been very helpful for us, and it's allowed us to also think about, you know, one of the keys to growth is make sure we keep what we got, our retention numbers. And that's where everybody has a role in that, for sure. We can't cross the Atlantic if we got a hole in the boat. Right. So let's make sure there's no holes in the boat. We're not leaking.
