When you meet Nancy Johnston, you can immediately sense the combination of depth and purpose behind everything she touches. She’s the founder and CEO of Truuce, a company built around reimagining human connection, well-being, and design in the modern world. Her leadership bridges the emotional and the practical — weaving care, creativity, and clarity into every solution she creates.

In this episode of Paper Napkin Wisdom, Nancy shares a simple but transformative philosophy written on her napkin:

“Solve a real problem. Make it beautiful. Care like hell.”

It’s a mantra that feels like the soul of great leadership — and as our conversation unfolded, it became clear that each line represents a pillar for building something that truly matters.

Solve a Real Problem

Nancy begins with a truth that too many entrepreneurs overlook: success starts with serving, not selling. “If you’re not solving something real,” she says, “you’re just creating noise.”

Her journey with Truuce began by observing what people truly needed — not just what they said they wanted. The distinction matters. Real problems are felt, not fabricated. They emerge in the friction between how things are and how they should be.

Nancy believes great leaders pay attention to that gap. They listen deeply, empathize honestly, and act decisively.

Make It Beautiful

Beauty, Nancy says, isn’t vanity — it’s integrity. “When something is beautiful,” she explains, “it just works. It makes sense. It feels right.”

To her, beauty is about coherence — the alignment between purpose, experience, and design. Whether in a product, a team, or a relationship, beauty is found in thoughtfulness. It’s what happens when care is visible, when form meets function, and when details reflect intention.

Nancy’s belief that beauty communicates care reframes how we think about business. Design isn’t just decoration — it’s empathy made visible.

Care Like Hell

This is the heartbeat of Nancy’s philosophy. To “care like hell” is to lead with conviction and compassion, even when it’s hard. “You can’t fake care,” she says. “People feel it in your tone, your timing, your touch.”

In a world chasing automation and efficiency, Nancy insists that caring deeply is the ultimate differentiator. Whether it’s for your team, your customers, or your craft, genuine care shows up in the smallest acts — the follow-up call, the thoughtful design choice, the extra effort when no one’s watching.

Make Purpose the Process

Throughout our conversation, Nancy kept returning to the idea that purpose isn’t a statement on a wall — it’s the way you work. Each of her napkin’s lines connects to the next: solving a real problem gives your work meaning, making it beautiful gives it resonance, and caring like hell gives it soul.

When combined, these principles transform leadership from performance into service.

5 Key Takeaways

1. Solve the Right Problem Real impact begins with empathy. Don’t chase trends — listen for pain points that matter.

Take Action: Ask your clients or customers what keeps them up at night, not what features they want.

2. Simplicity is Beauty Great design isn’t just visual — it’s emotional clarity.

Take Action: Remove one unnecessary step, process, or feature today.

3. Caring is Competitive Advantage Authentic care builds loyalty faster than any marketing strategy.

Take Action: Find one way to surprise someone with thoughtfulness this week.

4. Integrity is Aesthetic Beauty is when your product, purpose, and process align seamlessly.

Take Action: Audit one aspect of your business for alignment — does it reflect what you stand for?

5. Purpose Scales Better Than Hype Nancy reminds us: “Impact lasts longer than attention.”

Take Action: Ask: Am I chasing visibility or value? Adjust accordingly.

Closing Thoughts

Nancy Johnston’s napkin — “Solve a real problem. Make it beautiful. Care like hell.” — reads like a manifesto for modern entrepreneurs and leaders. It’s a reminder that business, at its best, is an act of love disguised as innovation.

The next time you feel stuck or overwhelmed, return to her three lines. They’re not just principles for leadership — they’re instructions for creating something meaningful and human.

📌 Your Turn: Take a napkin and write your own three-line manifesto. What problem will you solve? How will you make it beautiful? And how will you show that you care like hell? Share it with #PaperNapkinWisdom.

Learn more about Nancy Johnston: LinkedIn: www.linkedin.com/in/nancy-johnston/ Website: www.truuce.com/pages/about-us