Editor's note: This blog was written by Ultradent President and CEO Dirk Jeffs as part of the From the Desk of Dirk Jeffs series.


In our fast-paced world, it's easy to get caught up in the rush of the present and the allure of the future. However, I want to take a moment to reflect on the importance of embracing our past.

The concept of "the past" often carries with it a shadow, suggesting it's something to shed like an old skin. But for those of us at Ultradent, our past isn’t a shadow, it’s our bedrock.


Our history is a vibrant tapestry, woven with trials, triumphs, and the steady thread of progress. It is this rich heritage that shapes our identity and molds our corporate culture—a culture that continues to attract brilliant minds and dedicated team members.


However, to honor our past is not to resist change; adaptability is one of Ultradent’s strengths, championed by Ultradent Founder and CEO Emeritus Dr. Dan Fischer from the start. It’s about evolving wisely, ensuring that while our methods may change, our core values remain steadfast:


  • Integrity
  • Care
  • Quality
  • Innovation
  • Hard Work


These values, coupled with an unyielding commitment to helping people—both within and outside our organization—remain our guiding stars.


As Ultradent continues to grow, we face the gravitational pull of expansion, which can sometimes distance companies from their foundational principles. Our commitment to "trusting human relations," as Dr. Fischer eloquently put it, must remain present. I feel a personal responsibility to ensure we stay true to our roots as we chart our course forward.


Our history is not just about remembering how far we've come; it's about understanding the strength and wisdom that lie in the lessons we've learned along the way.


About Dirk Jeffs

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Dirk Jeffs began his Ultradent career as the International Sales Manager in 1996. He maintains a passion for all things international, and as our President and CEO, Dirk’s responsibilities include oversight of every facet of our global company. In his free time, Dirk enjoys the many outdoor opportunities available in Utah, testing his limits through endurance sports including the Ironman triathlon, which he has finished four times. Dirk is fluent in Spanish and earned a BA in International Relations and an MBA from the Marriott School of Management at Brigham Young University.