History & Mission

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Our Mission

Our mission is in our name. We teach leaders, employees and teams to recognize, learn, practice and keep sound priorities—in other words, to become Priority Thinkers. By discovering sound priorities through the Priority Thinking® model, individuals and organizations achieve increased performance, reduce risks and embedded ethical power at every level.

Our History

Peter C. DeMarco, our founder and president, first discovered the power of Priority Thinking® in 1993 while working as an operations manager. He was responsible for over 1,000 employees and the daily production of thousands of RayBan sunglasses, addressing the constant tensions of delivering an exceptional quality product and maintaining low costs. Peter soon realized that practicing sound priorities involved more than balancing competing interests and demands—sound priorities are based in our understanding of time and principles.

Over the next seven years, the Priority Thinking® framework grew beyond a set of daily operating priorities to the definition of behavioral and leadership priorities. These new priorities were first tested in a large production facility, then on a grander scale within another production and distribution operation. The model was tested further while Peter navigated another company through a severe crisis as the COO. Applying the Priority Thinking® model not only guided the company successfully through the crisis, but also grew the top-line and bottom-line of the business.

In 2003, Peter left corporate life to found the Institute 4 Priority Thinking, with the purpose of teaching leaders and their organizations how to benefit from the Priority Thinking® model. Many of our clients have become avid practitioners and believers in the principles and power of Priority Thinking® to transform their organizations. These leaders and their employees are extending and applying the model to their own businesses with great success.

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