Care Leadership in Action: How Steel River Group Embeds Core Values into Its Business Model

“I choose to care.” – Trent Fequet, Founder & CEO, Steel River Group 

At Steel River Group, leadership isn’t just a role. It’s a responsibility. As an Indigenous-owned company, our vision of leadership is deeply rooted in care: for people, communities, and the land. This philosophy, which our CEO Trent Fequet calls Care Leadership, is more than a leadership model. It’s a way of life. 

Leading with Intention, Not Just Action 

“Care Leadership is about always asking yourself, ‘What do I care about?’ and then measuring your thoughts, choices, and actions against that answer,” Fequet explains. “It’s not just a question. It’s a compass.” 

This intentional, values-driven approach challenges traditional leadership norms. It’s not about comfort or convenience. It’s about clarity. About showing up, being present, and making decisions that align with who we are, what we believe in, and what we stand for. 

At Steel River Group, this clarity is reflected in our six core values. These values are not aspirational statements. They are operational principles, embedded in every decision, every relationship, and every project. They guide how we lead, how we build partnerships, and how we serve. 

Care Leadership in Action 

When Fequet says, “We choose to care,” it’s not a slogan. It’s a call to action. It’s about mindful leadership, pausing, reflecting, and moving with purpose. It’s about choosing connection over control, presence over posturing, and empathy over ego. 

Care Leadership encourages leaders to act with intention, to build resilience within their teams and communities, and to always lead from a place of truth, rooted in identity, driven by values, and guided by a deep respect for the people and places we are privileged to serve. 

Redefining What Leadership Looks Like 

In today’s complex world, leadership rooted in care isn’t just ethical. It’s essential. At Steel River Group, we’re redefining what it means to lead. Not by power or prestige, but by purpose. 

When care is your compass, the path forward becomes clear. Because when you truly care, you don’t need to be convinced to do the right thing. You just do it.