Guiding Principles - Primary Goals

Guiding Principles for Primary Goals
Mission	Key Characteristics	Critical Actions
The skills and practices for delivering your services to customers bring you joy and profit. The skills and practices required to get new customers are confusing, unpleasant, overwhelming, and necessary. Primary Goals exists to bridge the marketing gap for small businesses so that they can grow and thrive. If a small business fails to get new customers, the business dies and takes part of the owner's identity and joy with it, leaving future customers undeserved.	Growth Mindset - Make and fulfill ever larger promises of value, acquiring the skills and experience to do so. Systemic Approach - Know how things work and where in the leverage in a system can be found for the biggest impact from our actions. Driven by Care - We care about the results we produce with our clients as a reflection on the relationships we build together.	Initiate Conversations - Primary avenue for making connections and exploring what people care about. Write Daily - Spend time every day in thought that produces written words to share, producing valuable content. Contribute to others - As a way of forging valued connections
Story Pitch
Many small businesses started because the founder cared deeply about the problem that their business solves. Businesses that don't know how to grow will work harder, die sooner, and disappoint founders and staff. If the business dies, part of the founder's identity as a business owner dies with it, creating a paralyzing sense of fear and personal failure. Primary Goals uses proven diagnostic tools to identify where companies can get the most leverage to grow their business. We look externally to the customers who drive your bottom line, and internally to the staff who commit to why your business exists. When your business has a clear mission, an aligned team, and a systematic way of generating revenue, then the business grows. This brings pride and joy back to the founders, and customers will rave about the value they get from your business. When a business builds effective marketing systems, their revenue grows, their teams are aligned, and their process scales.
Theme
When a business builds effective marketing systems, their revenue grows, their teams are aligned, and their process scales.

Primary Goals sits at the intersection of three core ideas about communication:

Leaders create vision by communicating a compelling future to their teams.
Teams create success based on how effectively the communicate and coordinate with each other.
Entrepreneurial ventures are successful only when they communicate value to people with a concern that the business can take care of

In all cases, it's about Conversations for Committed Results. That's our Primary Goal.