Helping leaders cut through complexity to focus on what matters most.

We partner with leadership teams to turn strategy into disciplined execution and operating leverage.

The Problem We Solve.

Complexity erodes operating leverage.

As organizations grow, work becomes fragmented, priorities multiply, and leadership attention is spread thin. Teams stay busy, but effort doesn’t compound - decisions slow, costs rise, and strategy struggles to translate into execution. When operating leverage is lost, growth demands more people and more effort without delivering better results.

Primal Principles helps leaders restore operating leverage by cutting through complexity, aligning priorities and structure, and turning strategy into disciplined execution.

Clarity that moves organizations forward.

We guide leaders on the journey to build focus, accountability, and operating leverage where it matters most.

  • Primal Principles partners closely with executive teams to ensure strategy is not only defined, but delivered.

    We believe strategy only matters when it can be executed. Our work starts by clarifying what truly matters, aligning leaders and teams around shared priorities, and simplifying how work gets done.

    Through facilitated alignment, practical frameworks, and leadership coaching, we help organizations replace complexity with clarity - and turn intention into disciplined execution.

  • Partnership

    We partner with leaders through complexity with optimism, honesty, and shared accountability. We meet organizations where they are, help teams clarify a long-term vision, and guide courageous decision-making aligned to that future. We recognize that progress is rarely linear—and that learning, adjustment, and persistence are essential to meaningful change.

    Priority

    We believe focus is a leadership discipline. We help organizations identify what matters most, align on clear priorities, and commit to what not to do—so effort is concentrated where it creates the greatest impact. With disciplined prioritization and stewardship of the business, we help leaders stay focused through challenge and complexity.

    Pursuit

    We believe perspective creates power. We challenge assumptions, listen closely to what the business is telling us, and use both data and judgment to guide action. By connecting strategy to real-world signals and outcomes, we help leaders move from insight to action with confidence, clarity, and momentum.

  • We work best with organizations that:

    • Are navigating growth, complexity, or transformation and need clarity to move forward

    • Want strategy that is practical, executable, and supported through delivery

    • Value focus, disciplined leadership, and building operating leverage to scale

How we turn strategy into disciplined execution.

  • Primal Priorities

    Clarify vision. Align priorities. Commit to progress.


    We help executive teams align around a bold, shared future - defining clear and measurable strategic priorities, establishing shared accountability, and creating the focus required to move strategy forward.

  • Primal Organization

    Align structure. Empower talent. Deliver results.


    We design operating models, organizational structures and roles, and decision frameworks that support strategy - reducing friction, breaking down silos, and building the operating leverage needed to scale.

  • Primal Growth

    Simplify thinking. Strengthen decisions. Sustain growth.

    We partner to clarify growth priorities, bring discipline to planning, and strengthen pipeline accountability. Through coaching and structure, we guide leaders towards consistent results and growth with intention.

Our Story

About Primal Principles

Primal Principles was founded to help leaders and organizations cut through complexity and build the clarity, focus, and discipline necessary to achieve their most important outcomes. With over 20 years of experience advising executive teams and enabling strategic transformation, Primal Principles brings deep expertise in strategic planning, organizational alignment, and leadership development—helping clients turn vision into action and strategy into predictable results.

At the heart of the firm’s work is a belief that clarity creates confidence, and confidence creates change. We partner with leaders to simplify how work gets done, align priorities to purpose, and strengthen organizational execution.

About Joanna Bergeron, Founder

Joanna is a seasoned business advisor and executive coach with a track record of helping leadership teams navigate complexity and deliver meaningful results. With more than two decades of experience in consulting and leadership roles, Joanna has guided clients across industries through strategic planning, organizational transformation, and performance improvement initiatives.

Joanna’s leadership philosophy centers on partnership, strategic focus, and disciplined execution. She believes that the most successful leaders are those who can balance direction with empathy, harness perspective as power, and make courageous decisions in pursuit of a shared vision. Joanna is known for her ability to listen deeply, challenge assumptions thoughtfully, and facilitate alignment among diverse stakeholders.

Throughout her career, Joanna has invested in both the strategic and human sides of transformation—advocating for clarity, accountability, and sustained momentum in every engagement. She actively contributes to leadership communities and regularly reflects on the role of mentorship, equity, and purposeful action in professional growth and organizational success.

Get in Touch

Whether you have a question, an idea, or just want to say hello, feel free to reach out—we’re here to help.