Clarity matters most when decisions carry real consequences.
TrueNorth Advisory works with founders and senior leadership teams at moments when decisions carry outsized risk—to value, control, reputation, or legacy.
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We operate in the space between strategy and execution, where judgment, perspective, and clarity matter more than activity. Our role is not to execute on your behalf, but to help you make better decisions when the cost of being wrong is high.
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Led by seasoned founder-operator and advisor David Cote, TrueNorth Advisory provides calm, disciplined guidance when complexity, emotion, and external pressure threaten clarity.
When to Engage
Rapid growth strains alignment and decision-making
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Conflicting signals from the board, market, or leadership team
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High-stakes transitions including capital raises, acquisitions, or exits
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Critical inflection points where judgment matters more than speed
Our Philosophy
We believe better decisions—not more activity—create lasting value.
TrueNorth Advisory is designed for founders and senior leaders who value clarity, judgment, and disciplined thinking over speed or volume of execution. If you are seeking outsourced operations, fractional leadership, or tactical delivery, there are many excellent firms built for that purpose. Our role is different.
How We Work
TrueNorth Advisory works through retained, selective, and discreet advisory relationships.
Our role is not to execute on your behalf.
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Our role is to help founders and senior leaders make better decisions when the cost of being wrong is high.
Who This Is For
TrueNorth Advisory is intentionally selective and works with a narrow set of leaders facing consequential decisions.
This work is for founders, CEOs, and senior operators who are accountable for outcomes that cannot be easily reversed.​
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You may already have a capable team, advisors, or board in place — but you are seeking an independent, experienced perspective to help you think clearly when the pressure is high.
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The decisions in front of you carry real consequences for control, reputation, enterprise value, or long-term direction.
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Founder or CEO navigating a critical inflection point
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Senior leader facing a decision with asymmetric risk exposure
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Leadership team experiencing misalignment or signal conflict
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Board-level or investor-driven complexity
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Situations where judgment matters more than speed or momentum​​​
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This is not advisory for day-to-day execution, outsourced leadership, or generalized consulting.
Engagements are selective, discreet, and driven by decision quality — not volume.
The TrueNorth Decision Cycle
Orient — Frame the right decision
Clarify — Surface real options and tradeoffs
Decide — Commit with confidence
Align — Protect the integrity of the decision
Re-Assess — Re-engage only when conditions change
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TrueNorth Advisory helps leaders frame the right decision, pressure-test tradeoffs, commit with confidence, and align leadership and boards around a clear direction.
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Re-Assess engagements are scoped separately and focus on decision quality—not execution optimization.
What This Delivers
Clear direction in moments of uncertainty
Higher-quality decisions under pressure
Reduced execution risk through better decisions
Leadership and board alignment
Calm focus instead of reactive activity
Direction becomes the advantage.