Most Mission Statements Are Useless.

We'll Help You Create the Five Statements that

Align Your Team Around A Common Purpose.


Business Made Simple™ Coaching.
StoryBrand™ Marketing Frameworks

Clarify Your Purpose

A good mission is more than jargon and platitudes. It's the foundation for why your organization exists.

Generate Enrollment

A compelling story draws in the people you need by allowing them to be heroes who solve important problems that your customers care about.

Maintain Focus

When a team knows what drives success and accepts where you are going, they see their critical role and the actions they need to take to get there.

A Weak Mission Is Expensive!

Disengagement

Disengagement is a problem of epic proportions, costing your company countless hours and revenue.

Cogs in Machines

Staff feel insignificant and disconnected from the reason they are part of your organization.  It's just a job, but it could be so much more.

Lost Potential

People are capable of so much more when they see how their efforts contribute to something meaningful and larger than themselves.

The Expertise You Need

I understand how hard it can be to align a team around an idea that's hard to put into words.

I have degrees in Psychology and Behavioral Science, as well as multiple coaching credentials.  That means I can help you translate what you care about into words that impact people and align teams around a shared purpose.

StoryBrand Guide

A Proven Process

Your Mission

We craft your mission as a story where your organizations exists to solve an important problem for your customers.

Your Team

We define the key characteristics for the players in your story, along with the essential actions they need to take to advance your mission.

Your Story

We craft a story pitch to enroll your employees in joining your mission, and your prospects to choose you to guide them to success.

Why Primary Goals?

Primary Goals believes you are heroes on a mission, taking care of something that matters.  In order to do that, you need your team to see their work as contributing to something important and meaningful.

The problem is that most people see mission statement as a meaningless plaque on a wall instead of something with impact and value.  This makes your staff feel insignificant and disconnected from the reason they are part of your organization.  That's wrong because people are capable of so much more when they see how their efforts contribute to something meaningful and larger than themselves.

I understand how hard it can be to align a team around an idea that's hard to put into words.  I have degrees in Psychology and Behavioral Science, as well as multiple coaching credentials. I can help you translate what you care about into words that impact people and align teams around a shared purpose.

Getting Started Is Easy!

We craft your mission as a story, where your organizations exists to solve an important problem for your customers.


We define the key characteristics for the players in your story, along with the essential actions they need to take to advance your mission.

Create Your Story-Pitch

Finally, we craft a story pitch to enroll your employees in joining your mission, and your prospects to choose you to guide them to success.