The Northbound story
Built From the Ground Up
Northbound was built by someone who started exactly where many of our team members start: in the field, learning the business one conversation at a time.
Born in Northern Virginia and raised in Ethiopia, our founder grew up seeing what happens when people are denied access to the resources others take for granted — particularly quality healthcare. That shaped an early conviction: whether the impact was large or small, he wanted to leave the world better than he found it.
For years he believed medicine was the way to do that. In his late teens, a deepening interest in independent thinking and personal development took him in a different direction, and he wrote and published two self-help books — Nobody Knows and Nobody Knows Pt. 2 — on self-awareness, discipline and the journeys people take.
Publishing those books taught him something he had never mastered: no matter what you build — a book, a business, an idea or a mission — you have to know how to communicate its value and put it in the hands of the people who need it. So he set out to learn sales.
In 2025 he entered the direct sales industry and learned the business from the ground up: knocking on the doors, having the conversations, taking the coaching. Sales taught him how to communicate. Leadership taught him how to develop people. Completing the Management in Training process taught him how to take responsibility for something bigger than himself. Northbound Enterprises is where all three come together.
The long-term vision reaches further than this company: to build nonprofit, around-the-clock hospitals in underserved parts of Africa and beyond. Northbound is the next chapter of that journey, not the end of it.
