We Buy the Bike: Culture That Lives Beyond Words with Dan Truex

Can clearly defining your values be the difference between a business that struggles and one that thrives?

In this episode, Dan Truex, co-founder of Owners Guard, a fast-growing security company redefining industry standards, shares the path from military and law enforcement service to entrepreneurship—and how redefining personal success, aligning values, and building powerful relationships shaped every step. With humility and clarity, Dan explains how a partnership rooted in shared values and mutual trust became the foundation for scalable impact, even earning multiple spots on the Inc. 5000 list. He also opens up about the deep importance of family, the lessons of growing through discomfort, and how a simple act of buying a grandchild a bike became a guiding principle for company culture.

[00:01 - 06:19] Redefining Success

• The importance of personal fulfillment over traditional career milestones
• How defining success led to entrepreneurship
• Why introspection was key to starting something meaningful

[06:20 - 12:38] Building from Zero

• Launching a physical security company with no business background
• The financial and emotional challenges of year one
• Why passion and grit helped them grow across multiple states

[12:39 - 18:56] The Power of Partnership

• How values alignment with his co-founder shaped every decision
• The role of ego (or the lack of it) in healthy partnerships
• Why trust in both character and competence is essential

[18:57 - 24:33] Defining Your Values

• Dan breaks down how conflicting values cause decision paralysis
• How he identified misaligned priorities in his own life
• The overlooked practice of writing down your core values

[24:34 - 29:18] “We Buy the Bike” – Culture in Action

• The story of how a fallen employee inspired a core company value
• Why “We Buy the Bike” became more than just a catchphrase
• The role of values in everyday leadership

Connect with Dan:

Website: https://www.guardlogic.com  

LinkedIn: https://www.linkedin.com/in/daniel-truex-50871a13a

Key Quotes:

“If you don’t know your values, you won’t know who you align with.” - Dan Truex

“When you and your business partner align on values, decision-making becomes simple—even when it’s hard.” - Dan Truex

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