The True North Name


For centuries, explorers have relied on the magnetic compass to help guide them to their destinations. Of course, experienced navigators were ever-conscious of the limitations of the magnetic compass in providing direction because it relies on the Earth’s variable magnetic fields. Because the location of the magnetic north pole wanders over time, it often fails to align with the direction indicated as ‘north’ on most maps, also known as true north. Thus, to navigate their courses precisely and reliably, explorers had to first estimate the location of true north, which was accomplished by calculating the magnetic declination.

Obvious analogies exist between the tools used by explorers for navigation and the role True North Research plays with its clients. Research is, after all, a means of providing direction. Dr. McLarney and Mr. Sarles believe that their role is to help clients navigate competitive landscapes, avoid pitfalls, recognize strategic opportunities, negotiate the winds of change, and reach their goals—whether the goals are marketing, programmatic, policy-oriented, or political. Just as ‘true north’ is associated with precision, accuracy, reliability, and consistency, so too is the research that True North provides its clients to help them make sound, strategic decisions.