The phrase "true north" refers to a fixed point on the Earth's surface, which is the geographic North Pole. It is the most accurate direction on a compass and represents the Earth's rotational axis. Full definition
Never have the words «True North Strong and Free» looked less Canadian. (slaw.ca)
And as a part of the much larger True North Companies, we're very strong financially and totally debt - free. (rismedia.com)
Unless we use this moment as an opportunity to understand ourselves and our own mind better, ego will seek out failure like true north. (entrepreneur.com)