We believe truth matters, relationships matter, and action changes outcomes.
Our North Star Principles
These principles guide every decision we make - from how we design experiences, to how we engage with community, partners, and each other. They aren’t just ideals. We aim to live these behaviours to ensure integrity, impact, and longevity.
Truth Over Comfort
Reality first. No self-deception. Awareness over avoidance.
Are we choosing what is true or what is comfortable?
How this translates to how we do business:
Honest marketing (no inflated promises)
Clear expectations of outcomes
Transparent investor communication
Agency & Personal Responsibility
People are not broken. They are responsible and capable.
Does this increase or reduce agency?
How this translates to how we do business:
Clients treated as creators, no victim-reinforcing narratives
Language that empowers rather than rescues
Care Without Collusion
Deep empathy and strong boundaries.
“Is this supportive, or am I colluding with avoidance?”
How this translates to how we do business:
Warmth + professionalism
Ethical scope of coaching vs therapy
Kind but firm client standards
Bold yet psychologically safe programs
Embodied Integrity
Alignment between words, behaviour, nervous system, business decisions.
Does this feel congruent in my body, not just sound good?
How this translates to how we do business:
We model what we teach
Decisions honour long-term alignment, not short-term optics
Standards Create Safety
Excellence is an act of care.
Does this uphold the standard of safety & trust?
How this translates to how we do business:
High-quality materials & delivery
Clear agreements & structures
Consistency in client experience
Sustainable Success
Build something enduring and make measured decisions - not reckless expansion.
Is this scalable and sustainable?
How this translates to how we do business:
Financial prudence
Investor protection mindset
Growth paced with capacity
