North Stars: The Distributor’s Original GPS

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North Stars: The Distributor’s Original GPS

In Defense of My North Stars

Why I Still Trust My North Stars (Even in the Age of AI)

By Frank Hurtte

Forgive the extra titles, I just couldn't decide on the perfect one to reflect this post!

I’m not exactly sure when the concept of “North Stars” first became part of my thinking. It may have been from Peter Drucker, whose books-on-tape I devoured back when I was a young sales guy working through an MBA reading list on the road. Drucker hammered home the importance of enduring principles and mission-driven leadership. Later, Jim Collins in Good to Great reinforced this idea, showing how great companies cling to their core values even as they navigate massive change.

For me, North Stars are those steadfast principles that offer clarity and direction, especially when markets shift and trends whirl around like the weather here in the Midwest.

Never one to let a solid idea slip by, I developed my own set of North Stars for distributors. These are principles that still guide our work at River Heights Consulting. Not long ago, a longtime friend and colleague challenged me: 

“Frank,” he said, “you’ve been saying these same things since ’93. Aren’t you worried your advice is outdated?”

So, I pulled out old articles, presentation decks, and training materials. And after a deep dive through decades of content, I can confidently say: not only are these ideas still relevant, but they’re also more important now than ever.

Here are my five North Stars and why I still stand by every one of them.

 

North Star One: Know the product and how it's applied.

This was true before cell phones, Google, and email, and it’s still true today. Specs are easy to find. But what about application knowledge? That’s what separates a vendor from a trusted advisor. Understanding how a product works in the real world builds credibility, strengthens relationships, and provides real value.

 

North Star Two: Use that knowledge to gain a competitive advantage.

Deep product and application expertise is a strategic asset. When sales conversations focus on solving technical challenges rather than undercutting prices, you're playing a different, and more profitable, game. In this industry, the smart money isn’t just on what you know. It’s on how well you use it!

 

North Star Three: Get paid for what you know.

Whether it’s through premium pricing or service fees (you KNEW I would mention them), your investment in knowledge should generate a return. Smart distributors are bundling services with products, creating value for customers and revenue for themselves. Free advice doesn’t pay for training or talent. 

 

North Star Four: Use technology to make your team better.

When I first put this in writing, our company was spending more than twice what our peers were on ERP systems and analytics tools. Today, I’d make the same bet again, but with AI.

AI isn’t just for tech giants. It’s for distributors, too. From back-office billing to customer service and sales strategy, AI can boost productivity without doubling your headcount. The goal is to work smarter, not harder, and ultimately grow without burnout. Note: This is an AMAZING tool for helping your rookie salespeople learn more about products.

 

North Star Five: Have fun along the way.

No, not every day will feel like a vacation in Maui. But when people enjoy what they do, they’re better teammates, better problem-solvers, and better with customers. A culture of positivity isn’t fluff, it’s fuel.

 

Why the Compass Still Works
These North Stars still guide my work and philosophy on sales, leadership, and distribution. If you don’t have your own set, maybe now’s the time to define them. In a world that changes by the second, a few clear, consistent principles can steer you true.

 

What's guiding your business these days, North Stars or passing comets?
Drop me a note, share your own guiding principles, or challenge one of mine. I’m always up for a spirited discussion (and maybe a good cup of coffee). Let’s keep the compass pointed toward smarter, stronger distribution.



About the Author

Frank Hurtte is a sales consultant, author, and speaker who helps companies find
their true heading in a fast-changing marketplace. Known for blending hard data with plainspoken wisdom, Frank acts as a compass for sales teams seeking their own North Star. A Midwestern native with a bit of cowboy grit, he believes in riding through challenges with a steady hand and clear direction. Whether in the boardroom or on the trail, Frank’s guidance points you toward lasting success.



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