The meaning behind One TrueNorth

When our firm’s six founding principals of Davis Jones Lamb, Insurance Service Corporation and Verhille & Associates came together to decide on a new name, Larry Bergdale, TrueNorth’s first chairman, suggested “TrueNorth” after reading Steven Covey’s “The Seven Habits of Highly-Effective People.”

The founders had just left a meeting with a marketing firm they had selected to assist with naming the newly merged company when Bergdale explained Covey’s concept behind “TrueNorth” as the guide and direction we all strive to have in our lives.

With some thought and introspection, the six collectively realized that they were combining their businesses with the intention of forging lasting and meaningful relationships with their clients, colleagues and the community at large. That is when they decided to embrace Covey’s respected and timeless principles of character and adopt them as the firm’s namesake and moral compass.

Over the years, TrueNorth has evolved with the understanding that in order to provide an exceptional experience and preserve our award-winning culture, we must adopt a unified approach and a common focus. Every day, we wake up motivated to make progress on these initiatives, celebrate key milestones and enjoy the company of our colleagues. This shared commitment, energy and effort promises an enduring legacy and an exciting future for our firm.