“Are you moving forward with purpose, or just moving?”
Meet Primary aim
The primary aim is one of our most used tools at and. For good reason. It’s not surface-level. It’s not fluffy. It’s designed to dig deep.
→ Defining direction, creating clarity, and anchoring intentional action
AMAZING LAUNCH PRICE £111 from £222
Primary Aim Self coaching kit
It’s a full thinking system that brings purpose, direction, and meaning back into everything you do.
Let's talk purpose
Purpose has become a buzzword, often dressed up in dream boards, vague intentions, and soft-focus goals. At and., we don’t do woo-woo.
We treat purpose as practical. Personal. and powerful.
It’s the filter for your choices. The compass in complex decisions. The driver of clarity when everything else feels like noise.
Primary Aim exists to make purpose something you can use , not just something you think about. And when you do, the difference is visible, tangible, and real.
Only a few LEFT AT OFFER PRICE
kind words from clients
"I had no idea how much I'd been performing my own goals. Primary Aim gave me language to define what actually matters to me not just what sounds good."
Consultant & Team Coach
— Chloe N
"I thought I needed a vision board. Turns out, I needed Primary Aim. This tool cracked me open and stitched me back together — with clarity and direction."
Senior Ops Lead
— James T.
"As a coach, I've used dozens of frameworks. This is the one I return to when a client needs truth, not trend."
Executive Coach & Strategist T
— Fiona M
"We used this across our senior leadership team as a reset tool. The honesty it pulled out , from all of us, was next-level."
Head of People
— Rob D
PRIMARY AIM coaching kit
Let’s get real for a second
The Primary Aim is for you.
You might be at a pivot, a plateau, or a pressure point and you know something has to shift.
The Primary Aim helps by solving and simplifying: It helps you return to what’s real your core purpose. It gives you structure to explore what matters, and confidence to act on it. It filters noise and shines a light on truth.
This coaching kit is not a model. Not a method. Not someone else’s plan. It’s a guide to ask the questions you didn’t know needed answering and uncover the clarity you’ve been craving.
It’s an interactive, structured coaching guide
This is an interactive guide not just a workbook. You’ll challenge your beliefs, define your core, and get real about what you’re here to do.
Asking the right questions, you get the best answers.
Ok, so how can i get it?
Simples, its an instant download
£222 now £111
Purpose is not fluffy
It helps you work out what you really want , and what to do about it.
who is it for?
Primary Aim is a must do practice for each of us and why its one of our most bought products. Whether you are
Individuals questioning their direction, identity or purpose
Founders looking to reconnect with why they started
Leaders recalibrating after success, burnout or change
Coaches guiding others through life or career decisions
HR or L&D leads building leadership thinking and clarity
Perfect for re-aligning action to what matters, before chasing more.
Here’s the brutal truth: You’re not lost. You’re just living by someone else’s goals.
The problem is Most people build a plan before they build perspective. And most goals are just dressed-up expectations inherited from someone else.
You’ve been confusing productivity with progress.
You’ve been hitting goals that were never really yours
You’ve made decisions based on approval, not alignment
You’ve succeeded in someone else’s story and still feel unsatisfied.
You’ve been busy proving something, instead of living something.
You’ve built outcomes with no clear reason why.
You’ve been waiting for clarity to arrive instead of choosing it
Primary Aim gives you the space and structure to stop, strip it all back, and reconnect with what actually matters to you.
This isn’t about ego or performance. It’s about reconnecting to your value,
so you can stop drifting and start acting on what matters , now.
… hurry! This is a limited-time deal…
£111 special pricing ends in...
Why You Need This (Like, Right Now.)
You ALREADY know
You’ve had that quiet voice whispering “this isn’t it” for a while now. You know something’s out of sync — even if from the outside, things look fine.
Its there you just need to find it
The constant doing, the chasing, the achievements that don’t feel like wins. You’ve outgrown the version of success you once wanted. And now you’re craving something real.
You don’t need a break you need direction.
Not a sabbatical, not a motivational pep talk. Just a pause long enough to ask the questions that change everything. Primary Aim gives you that pause and the tools to turn reflection into movement.
This isn’t about dreaming.
This isn’t about branding your life. This isn’t a motivational checklist. It’s about truth, direction and action that aligns with who you are.
"It helped me find the thread between who I was, who I am, and who I want to be. It didn’t just clarify, it connected."
— Sarah K., Creative Director
What's inside, Primary Aim?
Your complete digital coaching kit designed to be used solo, in team development, or within coaching sessions and reusable any time life shifts or powerful for moments of transition, reinvention, burnout, or new business/life season.
The full Primary Aim digital coaching guide (PDF format) over 100 coaching questions
Built-in coaching process using the P-R-I-M-A-R-Y A-I-M framework
9 strategic sections, each covering a letter from PRIMARY AIM with reflective prompts
Over 100 guided questions covering mindset, vision, values, goals, alignment, resistance and motivation
Personal breakthrough moments built in, with space to map decisions and notice behaviour patterns.
Integrated real-life application — no “write it and forget it” prompts
A final Primary Aim statement-builder to clearly define your why, what, how and what now
Includes a revisit and recalibrate section to track change over time
The PRIMARY AIM Self Coaching Kit is available as an
instant digital download
If you're about to make a change, set goals, or commit to a new season of your life or business this is the reset. Before you chase progress, define what matters.
Because doing more of the wrong thing won’t make it right.
Buy It. Download It. Change the future.
lets throw this in the mix too for free
want a superpower?
Wait, there’s more? That’s right, why not we say!
Okay a superpower , really?! (eyes rolling!).
This is the number one thing we coach to our clients. ALL THE TIME. How we talk, interact, chat, lead, share, narrate, big up, question, challenge and just connect is down to communication. It's the biggest area of concern for most people.
Well you can now do something about it. This simple (always the best way) that can be used in ANY situation promise. Is magical.
Give it a go what have you got to lose - this is a win win for sure. It's free.
"Primary Aim helped me go from ‘should’ to ‘want’. From goals I thought I had to chase, to actions I’m proud to own."
— David J., Team Lead
WHAT ARE YOU WAITING FOR?
The question is are you ready to see you?