Ep. 527 - Matthew Rathje – Why Purpose-Fueled Strategies are the Ultimate Hack for Sustainable Growth

Second in Command: The Chief Behind the Chief with Cameron Herold

In this episode of the Second in Command Podcast, guest host Sivana Brewer sits down with Matthew Rathje, Chief Operating Officer of TrueNorth Companies and long-time member of the COO Alliance.

From starting in payroll and claims management to leading operations for a $165M insurance and professional services firm, Matt shares his journey of scaling from the ground up, balancing structure, culture, and human leadership. He offers practical insights on bringing clarity and accountability to fast-growing organizations, structuring meetings that actually move the needle, and building trust without falling into “artificial harmony.”

Matt also opens up about navigating personal and professional adversity, from weathering the 2020 derecho storm that destroyed his family’s home, to leading through COVID-19, and how those experiences shaped his leadership philosophy rooted in humility, collaboration, and optimism.

Timestamped Highlights

[00:01:20] – Matt’s journey at TrueNorth and how he helped the company grow from a local firm to a $165M organization.

[00:05:16] – Lessons from moving between individual contributor and leadership roles.

[00:07:00] – How TrueNorth’s leadership transition inspired a more unified executive vision.

[00:09:20] – Preparing to step into the COO role and finding mentors in the process.

[00:10:44] – Why Matt joined the COO Alliance and what he learned from peers in other industries.

[00:13:00] – Building clarity and accountability through RIMs and RIOs (Relatable Impact Metrics & Objectives).

[00:15:00] – Starting TrueNorth’s organizational health journey with Patrick Lencioni’s Table Group.

[00:17:34] – How Lencioni’s framework helped the team prioritize what’s most important right now.

[00:18:46] – Team effectiveness workshops and how vulnerability-based trust builds healthy organizations.

[00:20:35] – How to identify “artificial harmony” and address it before it erodes team commitment.

[00:24:32] – Balancing collaboration with decisive leadership.

[00:26:03] – Structuring meetings for clarity, speed, and results.

[00:29:40] – How personal adversity (a devastating storm) strengthened Matt’s leadership perspective.

[00:33:54] – Leading with empathy, gratitude, and perspective through crisis.

[00:38:52] – Building trust and vulnerability across teams.

[00:40:31] – Strengthening the CEO-COO relationship and defining complementary strengths.

[00:42:42] – Using Vivid Vision to align the entire company around purpose and feeling.

[00:46:14] – Launching The TrueNorth Way: the company’s roadmap for a world-class client experience.

Resources & Mentions

• The Apple Experience by Carmine Gallo
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• Unreasonable Hospitality by Will Guidara
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• Meetings Suck by Cameron Herold
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• The Five Dysfunctions of a Team by Patrick Lencioni (and the related Five Behaviors of a Cohesive Team framework)
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About the Guest

Matthew Rathje is the Chief Operating Officer of TrueNorth Companies, a Midwest-based insurance and professional services firm dedicated to protecting and maximizing its clients’ assets, resources, and opportunities.

Since joining TrueNorth over a decade ago, Matt has helped lead the company through multiple phases of expansion, guiding it from $9M in revenue to over $165M while strengthening its culture, systems, and leadership alignment. A believer in organizational health and clarity, he continues to champion initiatives that align people and purpose for long-term success.

🔗 LinkedIn | Website

About the Co-Host

Sivana Brewer is a Fractional COO for Remote Teams and former COO at Closers.io, where she helped scale the company to multiple eight figures and built over 500+ sales teams in just 2.5 years. She specializes in leadership development, remote operations, and systems that empower teams to grow sustainably.

🔗 Connect with Sivana on LinkedIn

Important Links

• Connect with Cameron: Website | LinkedIn
• Explore the COO Alliance - The World’s Leading Community for Seconds in Command
• Get Cameron’s book: Second in Command: Unleash the Power of Your COO Book
• Take Cameron’s leadership course: Invest In Your Leaders Online Course (Use promo code PODCAST10 before the end of the month for 10% off)
• Chat or video call with AI Cameron via Delphi

The Second in Command Podcast is an original production hosted by Cameron Herold and co-hosted by Sivana Brewer. Brought to you by COO Alliance. Production and editing by Podcast Your Brand.