Trueson operates by a set of core values


  • Accountability is rooted in the understanding that our actions impact those around us.
  • It’s a daily effort of owning the way we show up and the decisions we make.
  • Accountability is the bridge between commitment and results.
  • It’s embracing that you are both the issue & the fix of the matter. Pointing fingers is only a distraction from moving forward.
  • When we hold each other accountable, we remind each other, “You’re capable of a bigger game.”
  • To put it simply, we have two options: We either make ourselves accountable or we will be made accountable by our circumstances.


  • Excellence is a mindset. It’s not about talent, skill, or competence.
  • It’s merely choosing to hold yourself to a higher standard.
  • Excellence is a process. There’s no arrival point.
  • When we’re always striving for better, we raise the bar for ourselves and those around us.
  • Through this consistent endeavor, together, we move beyond mediocrity into greatness.


  • Integrity is the quality of being honest.
  • A home is intimate, and it’s our responsibility to be trustworthy.
  • Integrity is taking action based on values rather than personal interests.
  • It’s choosing to do the hard thing over what is fast or easy.
  • When we act this way, trust is the byproduct.
  • With integrity comes freedom. When you have nothing to hide, you have nothing to fear.