The PRIMES is a collection of “eureka” moments experienced by teams driving major change initiatives. They were revealed at some of the largest organizations in the world – the U.S. government, The World Bank and Toyota for starters - but quickly became recognized by Chris McGoff and his colleagues as universally present wherever people get together in groups. The “ah-ha’s!” in this book began as sketches on scraps of paper or the backs of cocktail napkins, usually discovered at times of desperation to help the change agents climb out of a conceptual hole and drive transformation forward. They worked then, and they’ll work for you now.


Distilled down to their essence, in readable and entertaining form, The PRIMES is a field manual for anyone ready to step up to serious challenges, predict and manage inevitable problems, create a brighter future, and produce extraordinary results.


 Praise for The PRIMES:

  • One of the Top 30 Best Business Books for 2013  -
    Soundview Executive Book Summaries
  • Named to The Washington Post Bestseller List -
    March 2013
  • Named to the Nielson Bookscan Bestseller List


  • Named one of the Top 10 Business Books of 2012 -
    Canada's The Globe and Mail
  • Selected as part of the curriculum by 
    The University of Phoenix
  • The PRIMES to be published in China