Opting In to Hard Work: Scott Wood's Journey to Building True North Advisors

In this episode of The Grit Mindset, host Matt Rosen sits down with Scott Wood, CEO and Co-Founder of True North Advisors.
Scott opens up about his early career — from dreaming of New York finance to launching his own firm that felt straight out of Wall Street. He shares how his family’s entrepreneurial roots shaped his work ethic and perspective, from his grandfather’s lighting company to his father’s home-building business and mother’s design background.

Scott reflects on pivotal career moments, including leaving Chase, joining Lockwood Financial in Dallas, and the lessons learned along the way. He explains why credentials alone don’t define success — relentless hard work does. Later, Scott discusses building company culture through shared values and how True North uses those values to guide hiring and leadership decisions.

Finally, Scott reveals the inspiration behind his drive, his definition of “opting in” to hard work, and why culture remains the heartbeat of True North Advisors.