Daria Higgins, Founder & Creative Director of True North Agency
As we’ve emerged from winter and have started settling into spring, I’ve been reflecting on how the rest of the year could be less manic, more deadlines driven, and ultimately less overwhelming—seasonal changes have a way of prompting these thoughts. In conversations with colleagues, we’ve all found ourselves arriving at the same conclusion: Getting back to simplicity.
Simplicity means different things to different people. For me, it’s about having space –just breathing room to catch my breath. I’m a work in progress and I’m not here to preach but to share what I’m trying to change in my own life, even if I don’t always get it right.
In today’s fast-paced world, everyone seems to be chasing more, doing more, achieving more, and juggling it all. And yet, I’ve come to realise that simplicity is key, both in business and in life. But simplicity isn’t about having it all together. For me, it’s about learning, sometimes the hard way, how to step back and declutter everything, whether it’s physical space or mental load. By focusing on fewer things, you often end up achieving so much more. I know it sounds counterintuitive, but it’s been a revelation for me and for how we run our business.
I haven’t always had it figured out. For the longest time, I was a bit ego-driven, trying to juggle everything myself. But simplicity means putting your ego in check and admitting when the overwhelm is real. It’s been a big thing for me to step back and admit that I don’t always have the right people or that I need help. Running a business for over 12 years, I’ve had to learn that I can’t be all things to all people. I’ve had to let go. I’ve been able to build a team of wonderful talented humans in the business, my right hand for the past two years, has been instrumental in that. It’s taken time, but I’ve started to prioritise my health and give others the space to step in where needed.
I’ve learned that surrounding myself with the right people is essential. I may be good at certain things, but there are people on my team who are great at things I’m not. Trusting them to take the lead has been a game-changer. For everything else, I’m okay with outsourcing now. It’s about knowing what you’re good at and where the business needs you most. By letting others shine in their areas of expertise, I can stay focused on the bigger picture.
Boundaries have also become incredibly important to me. It’s so easy to get caught up in trying to do it all or please everyone, but that’s a recipe for burnout. Having clear boundaries, especially with clients, has allowed me to create a work environment that’s less chaotic and more focused on delivering great results. Keeping things simple has taught me how to say ‘no’ to things that don’t align with our goals.
A big part of simplicity for me has also been about staying in my own lane. There’s always noise – what competitors are doing, what people are saying. But I try to not let that distract me. I have a team that monitors the landscape, and I trust them. I focus on moving True North forward and upwards. Constantly comparing yourself to others just creates mental clutter that serves no purpose. As the adage goes ‘Comparison is the thief of joy, and I would add ‘thief of sleep’ as well.
Of course, decluttering is a consequence of doing all the above. Yes, clearing off a messy desk helps, but it goes deeper than that. At True North, we’ve chosen to take on fewer clients so we can focus on building stronger, deeper relationships with the ones we have. This allows us to offer a truly tailored approach and deliver the best results. It’s about quality over quantity. By directing our energy to a select group aligned to our values and expertise, we can make a bigger impact than if we were trying to spread ourselves too thin.
I’m still learning. I’m trying to make life work for me. I’ve had to become kinder to myself and accept that it’s okay to drop the ball sometimes. I have a fantastic team who can help pick it up when I do. Simplicity isn’t just about efficiency or performance – it’s about allowing yourself the space to be human. It’s okay to let things go, and that’s been one of the hardest but most rewarding lessons for me.
Simplicity for me is about staying true to what matters—focusing on the important things, nurturing the relationships that count, and keeping everything clear and uncomplicated. That’s the heart of it.
