We use essential cookies to run this site and, with your permission, analytics and advertising cookies to understand what helps leaders and to measure our campaigns. Learn more
TRUE Thought Leaders · Speaking
Keynotes, executive workshops, and podcast conversations on leadership, ownership, and growth that lasts. Every session gives your audience a framework they can apply the same week.
Meet the Speakers
Both speakers lead inside TRUE every day. They teach from what they build, not from theory, and every session is anchored in the same values: Truth, Responsibility, Unity, and Execution.
SPEAKING STYLE
Direct, strategic, hopeful, story-driven, and practical. Challenging without being theatrical, and focused on application rather than motivation alone.
FOUNDER & CEO / CHIEF ARCHITECT, TRUE
Speaks on: Leadership, execution, and scalable growth
Personal development, TRUE doctrine, and frameworks
“Growth should never outpace character, alignment, or responsibility.”
Craig is an executive leader, entrepreneur, speaker, and organizational architect with more than two decades in leadership development, business growth, and organizational execution. He previously served as Executive Vice President of Global Expansion for Maxwell Leadership, with responsibility across global growth, revenue, systems, partnerships, and scale.
His leadership was forged through adversity. Raised in a single-parent home, he lived through seasons of poverty and homelessness, including living in a car, until one person saw potential beyond his circumstances. That experience became the conviction behind his work: potential is universal, but access is not.
Craig teaches as an operator, not a commentator. He connects character to operating discipline and vision to the systems required to execute it.
25+
years of leadership experience
$300M+
for-profit revenue responsibility
20+
countries of leadership exposure
$15M+
nonprofit impact
FOUNDING CHIEF REVENUE OFFICER, TRUE
Speaks on: Leadership, ownership, and scalable growth
“Growth that depends on you isn’t a system yet.”
James is Founding Chief Revenue Officer at TRUE, where he builds the company’s revenue engine. His 25+ year career spans global industry and leadership development: former Head of Global Lean Coaching at Schaeffler, Head of Business Process Excellence at U.I. Lapp, Chief of Staff for Sales and Operations at Schmitt und Sohn, and Internal Sales Director at Maxwell Leadership.
He brings factory-floor continuous-improvement discipline to leadership and growth. As a Six Sigma Master Black Belt and Toyota Kata Master Coach who has also led sales and operations, James treats ownership as something built through systems and daily habits, not a mindset leaders can simply demand.
He is the author of Squirreling and has delivered keynotes to international audiences with live interpretation.
25+
years across industry and leadership development
23
business units improved in six months
Master Black Belt
Six Sigma
Master Coach
Toyota Kata
SPEAKING STYLE
Practical, structured, calm, and peer-to-peer. Framework-driven and story-backed, with no hype. Delivers in English or German, with experience speaking internationally with translation support.
Signature Talks
Every talk can be tailored to your audience, industry, and outcome. Ask about combining speakers for a keynote and workshop pairing.
CRAIG RATLIFF
CRAIG RATLIFFWhy capable people work hard, consume good advice, and still feel stuck. Craig introduces the four sides of TRUE’s implementation architecture: Direction, DNA, Disciplines, and Deliverables.
AUDIENCE TAKEAWAYS
CRAIG RATLIFFGrowth exposes weak systems, unclear ownership, cultural drift, and margin pressure. How to pursue aggressive growth without letting complexity outrun character and operating discipline.
AUDIENCE TAKEAWAYS
CRAIG RATLIFFWhat must stay consistent across borders and what must be localized. For organizations growing internationally without losing brand integrity or execution quality.
AUDIENCE TAKEAWAYS
JAMES NEWELL
JAMES NEWELLWhen growth depends on one person, it stalls. James shows leaders how to build systems, develop leaders who can run them, and turn ownership from a slogan into a daily habit.
AUDIENCE TAKEAWAYS
JAMES NEWELLThe moment you start pushing, you have already lost the sale. Three practical shifts that build trust and revenue at the same time.
AUDIENCE TAKEAWAYS
Formats
Keynote
45–60 MINUTES
A focused, story-driven session with one framework and one clear next action.
Executive workshop
90 MINUTES TO HALF DAY
Hands-on application with your leadership team, tools, and a defined 90-day focus.
Leadership offsite
FULL DAY
Facilitated strategy and alignment session that leaves owners, priorities, and rhythm.
Panel or fireside
30–60 MINUTES
A candid conversation on leadership, growth, and execution under pressure.
Virtual session
45–90 MINUTES
Live online keynote or executive session for distributed and global teams.
Podcast guest
ANY LENGTH
Honest conversations about decisions, mistakes, systems, and what actually works.
BEST-FIT EVENTS
How Booking Works
Send an inquiry
Tell us about your event, audience, and the outcome you want.
Fit conversation
The TRUE booking team confirms fit, speaker, format, and logistics.
Proposal and agreement
A tailored proposal. A 50% deposit secures the date.
Prep and delivery
A prep call to tailor the session, then follow-up resources for your audience.
Book a TRUE Speaker
Share the essentials and the TRUE booking team will follow up to confirm fit, speaker, format, and investment. Investment varies by format, travel, and scope.
Not sure who fits best? Choose “Either speaker” and we’ll recommend the right match.
Give your audience a framework they will still be using long after the event ends.
Book a TRUE Speaker