Living the Shaka Trueline’s Culture of Connection and Joy

Living the Shaka: How a Simple Gesture Became Our Company Philosophy

If you’ve ever seen a Trueliner on video or in a photo flashing a shaka, thumb and pinky extended, other fingers curled, you might think it’s just a friendly wave. But at Trueline, it’s much more than that. The shaka is a reflection of who we are and how we do business. It represents positivity,…

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Basement Doctor

The Basement Doctor: Protecting Homes Through Waterproofing & Foundation Repair

A safe and healthy home starts with a strong foundation. From water intrusion and mold growth to structural damage and crawl space issues, homeowners face a variety of challenges that can threaten the long-term integrity of their properties. Companies like The Basement Doctor have built their reputation by helping homeowners address these problems with reliable…

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Trueline Spotlight: Show Her the Money

The processes for getting stories and sponsors for Trueline’s publications require lots of hard work and perseverance from the first cold call through multiple interviews, writing and editing a feature, and then presenting the words, pictures and ads in publications that will bring the feature acclaim and show their world their brand. Heidi Ficher manages…

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Trueline Spotlight: Reading People While Making the Calls 

While there may be no scientific or medical evidence to show that boxing helps an assistant content coordinator manage a hectic flow of as many as 100 calls daily, Michael Gardner knows how to roll with the punches—and give a few too! Gardner, a Chicago-area resident who joined Trueline in November 2021, boxed in college…

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Matt Heppner

Trueline Spotlight: A Life Worth the Wait

When Matt Heppner was eight years old, he was attacked and bitten by a dog. That led him to fear canines for more than 20 years, yet he overcame his fear about two years ago when a stray pit bull wandered up to his door and the pair became best friends. Matt says he had…

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Joy Wilkie in Valdemossa, Spain

Trueline Spotlight: What a Way to Make a Living

When Joy Wilkie was growing up in the famed Ozarks region in southwest Missouri along the Arkansas border, she wanted to be an artist. Then a counselor and social worker. She never set out to work in human resources, but it makes sense looking back, she says. “During my senior year of high school, I…

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Trueline Spotlight: Coaching ‘em up

Phil Jackson had Red Holzman. Bill Belichick had Bill Parcells. And Boston Celtics coach Ime Udoka had Gregg Popovich. Almost every great coach in sports history can count the lessons learned from observing a former coach. The same can be said for Jason Williams, co-coach of Trueline’s sales development team. In his role leading the…

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Kate Gardner Trueline

Trueline Spotlight: Rules of Style and Rules for Life 

When Trueline Managing Editor Kate Gardner showed up at her local animal shelter near Portland, Maine, in early 2019, she had only two rules. One was from her fiancé, Chris. Kate had long wanted a cat, but Chris had held out, saying their apartment was too small. Finally, when Kate found herself between jobs with…

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Logan Dixon

Trueline Spotlight: Perfecting the Art of Persuasion from Pittsburgh 

Ask Logan Dixon how his current job differs from his previous career, and he just laughs.  “You know how many times I’ve almost been bitten?” he asks. “At one point, I was halfway up the driveway, and this dog just started barking, running, and it ran past where its lead should’ve ended, and it was…

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Trueline Spotlight: Dreaming Bigger in Texas

The same motivation that carried Sandra Buritica from New York City to her current home in Texas brought her from a ruthless law firm to Trueline: She wanted something better for herself and her family.  Sandra, who earned her B.A. in criminal justice from Colorado Technical University in 2016, had been working as director of…

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