The heartbeat of the business

For some years now we have felt out of place in the world of business consultancy, where we have been operating since the 90s. Hundreds of projects considered “successful”.
So much gratitude from thousands of people. But inside, frustration was growing: outside of projects,
too little was transformed in organizations, compared to what is needed in this whole new era.
Too slow, too much distance between problems and decisions, too much talent wasted in every workstation, in every desk …
and in a circle of stress, fear, de-responsibility …
Together with the clients, we were looking for a different way and sense.
Shortness of breath. Vacuum dive into the heart.
We weren’t well.
With some clients, we felt the desire to start learning again, to co-design to discover new paths.
Together, we moved to the border.
In 2017 we founded PRIMATE.
We wanted to look this world in the eye.
With the passion, the responsibility and the audacity to make ability, vulnerability and imperfection sprout together. To let new visions and gestures emerge.
We went back to the origin, where actions shape the body, the mind and the world.
Together with our travel companions, we started to release energy and widespread talent.
We turn on the courage that warms the fear, we experiment.
Even with thousands of people.
And we put new disciplines and tools into circulation to mix work and meaning.
Day by day.
People, companies and communities can tune in their breath and beat.
To make the heart of the business beat.

Today’s organisations structures stem from old times.

Can a new world come into being without a new framework?

Power is tipically concentrated at the top.

Is this the best way to meet customers’ needs?

Thinking, deciding and acting are part of the same process.

What do we gain through separating them?

We keep making  plans we are unable to keep.

Hadn’t we better direct that energy towards the emerging future?

Organisations reward mistake avoidance thus strangling experimentation.

Is this the best way towards the future?

In our organisations a few people say to the many what to do.

Is it so surprising that motivation and engagement remain so low?

What we get is always less than what we need.

Isn’t how we do things part of the problem?

Platforms are revolutionising the way producer, consumer and developer meet.

Can organisations go on ignoring it?

Platforms enabled what organisations couldn’t: integration of stakeholders in the value chain.

How about implementing this logic within organisations?

Platforms are based on transparency, interaction, cooperation and sharing.

Any lessons we can learn?

From an architectural point of view, structures can nurture or hinder life and activities.

What about organisations?

For years we have been choosing people based on skills.

Is that still enough?

Work in an evolving world should be the ultimate place of learning.

How come performance evaluation isn’t the number one tool to encourage learning?

Our assessments are typically based on skills,  aptitudes and motivation.

Is this enough to represent the whole person?

What’s the sense of developing the talent of just a few

if all the remaining people don’t tap into  their capabilities?

Too many e-mails and not enough communication.

Is there no solution?

Meetings are often a waste of time.

Why do we still manage them the same old way?

Leadership programmes are always intended for bosses.

Does centralised leadership still make sense?

We create organisational environments no one likes to be in.

Isn’t it high time we trusted our desire for well-being?

The question “What would I like to give to others?”

has no room in many lives. Isn’t it the very reason we act?

Organizations don’t perceive vocation as being crucial.

Are we sure it isn’t connected to profitability?

Passion, feelings, intuition.

What if we could harness them towards business?

There exist needs that don’t recognise themselves as being community.

How can we intercept them?

Are you asking yourself the same questions? Contact us

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The team


Our Headquarter is Spaces Porta Nuova in Milan. We chose a co-working, as the idea of office too needs a complete redefinition.
We support mind-set, architecture and processes' evolution, to design a stronger, meaningful way of work together.

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Primate’s Newsletter
How to Tell Your Boss You’re Burned Out

Busy periods are inevitable at any job. While stress can be manageable in the short term, if you don’t take steps to keep the pressure under control, it can lead to fatigue and burnout. Burnout refers to a collection of different physical, emotional, and mental reactions that occur in response to prolonged stress and overworking.

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 Primate Events

A unique opportunity to face the global trends of organizational evolution.
To be inspired.


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Who’s in charge of leading organizations,
has also the responsibility of looking for a new path.

Sense & Respond is an easy but revolutionary synthesis. In fact, through many business cases, it shows how the mindset of many organizations was born during the industrial era. That is over. Nothing is the same, even if it may seems so. We’re in the digital era: a momentous gap, more culturally than technologically. Concepts and methods, that were reference points for generations of managers, don’t work any more: for example, facing uncertainty and complexity with detailed plans. But most organizations still keep on working in the same way as in the past.
This book reveals how what we consider an inevitable problem is in fact the result of a deeper and deeper gap between our mental habits and reality.
So, where can we start from, and how can we go on? Read more


 Our clips

Beyond illusions, where the new arises

Words to be relighted in organizations