Structure and automation to keep the wheels from falling off, so you can deliver excellence to more clients.
Trusted by SaaS companies, training organizations, and professional services teams from 20 to 100+ people, including engagements with Walgreens and Toyota.
Your team is bigger than it was two years ago, but things aren't getting easier. Missed deadlines, unclear ownership, and recurring coordination failures are becoming the norm rather than the exception. The systems that worked at half the size are visibly struggling.
We work on solving the root-causes of recurring breakdowns so that you can get back to innovation and developing new services.
You've tried ClickUp. Or Asana. Or Basecamp. Each time, you configured the tool and then gradually abandoned it. The problem was not the tool; it was a failure to design the underlying process first. Without that foundation, the next tool won't fix it either.
We take a whole-systems approach to designing and configuring tools that address your business process.
You could take on better clients, bigger projects, or expand the team, but you don't trust the organization to execute without the wheels coming off. The bottleneck isn't opportunity. It's operational reliability.
Notion automations add up to provide massive savings of time and effort that you can then use for higher-leverage work that advances your business.
I'm one of fewer than 200 Notion Certified Consultants worldwide (2025), and one of the few with a systems architecture background to design what gets built, not just build what gets asked for.
Most organizations dealing with operational chaos have already tried two or three project management tools. The tools weren't the issue. What was missing was the systems thinking to design the process before deploying the tool — and the technical depth to build automation that actually holds up at scale.
With 30 years of background in database architecture, release management, QA, and business process improvement, I bring a level of operational rigor that most Notion consultants don't have. I've worked with organizations from early-stage teams to enterprise engagements, always focused on the same problem: Building systems that work reliably as the organization grows.
Flexible tools, systems and processes that work the way you need them to in order to deliver results to your customers.
Automated systems make fewer errors, require less rework, and give you more time to focus on what matters to you.
With more control over outcomes in critical areas of the business, you can focus on growing again.
The right systems, tools, and process can eliminate the most costly parts of your work environment, freeing you to do better work.
Legacy systems that no longer fit your current demands are slowing you down, making it harder to deliver quality results on time to your customers.
Continuing to sacrifice what's important at the altar of what's urgent.
It's difficult to take on better clients when progress is slow and innovation is lacking.
What Clients Say
We wanted a proof-of-concept for project management and were on a fixed-price budget.
Ashley had an in-depth understanding of what we really needed.
She built a prototype that mapped out where we need to take the project [and] far exceeded our expectations.
She gave video tutorials on the steps we needed to take on our side and supported us with making the business case for what we needed to do next.
Ashley did a wonderful job on this Notion project to help the workflow of my business… She got everything down to a T when it was time to deliver... Ashley was very understanding and gave me a great product! If you have any level of Notion project you need to be done, I wouldn't recommend anyone else! Thank you, Ashley!
Ashley demonstrated strong communication skills and delivered thoughtful documentation structure for our knowledge base project. Her Notion expertise and organizational thinking were evident throughout. Professional, responsive, and committed to delivering quality work.
A Notion consultant designs and deploys structured systems inside Notion. This includes the databases, workflows, automations, and governance rules that make Notion work reliably for a growing organization.
The work is less about building pages and more about designing the operational architecture that lies beneath them
A good Notion consultant starts with your process and builds Notion around it — not the other way around.
A template gives you a starting structure. It doesn't know your business, your team, your client delivery process, or where your current system is breaking down.
Most organizations that buy templates find they work for a few weeks and then quietly get abandoned. Notion didn't fail, but the template was designed for a generic use case rather than their specific one.
Consulting starts with a diagnosis of your actual situation:
The result is a system built around your process, not a template you're expected to adapt yourself.
Organizations that get the most from this work are typically between 20 and 100 people, with revenue above $5 million, managing multiple concurrent projects or client engagements.
At this size, informal coordination has broken down, but the organization isn't large enough to justify the use of enterprise software. They need something more deliberate than a shared to-do list but more flexible than a rigid ERP system.
A properly architected Notion system fills that gap, but only with intentional design. Smaller solo operators can often self-serve with templates. Larger enterprises typically have dedicated operations teams. The 20 to 100-person range is where outside systems expertise has the greatest impact.
If you build Notion with the same approach as the other tools, then it won't be much different.
The pattern is consistent: a new tool is selected, configured, and adopted with initial enthusiasm, only to be gradually abandoned as the old chaos reasserts itself within the new interface.
The tool was never the problem. The missing element was systems thinking, which should have occurred before selecting any tool. That means mapping the process of how work moves from client request to completed delivery, where accountability lives, how handoffs happen, and then designing the tool to support that process rather than hoping the tool does it for you.
Notion is particularly well-suited to this work because of its flexibility. But flexibility without design produces the same result as every previous tool. The difference isn't the tool. It's the approach to implementation.
The Notion Certified Consultant credential is awarded directly by Notion to practitioners who demonstrate advanced expertise in workspace design, database architecture, automation, and client delivery. As of early 2026, fewer than 200 people worldwide held this certification, and only a subset of those also held the Notion Certified Admin credential, which covers enterprise-level workspace administration.
It matters because the Notion consulting market has grown faster than the quality controls around it. Anyone can call themselves a Notion expert. The certification is Notion's own signal that the practitioner has been evaluated against a defined standard. Ashley Guberman holds both credentials and is listed in Notion's official Solutions Partner directory.
The PM Framework for Notion (PMFN) is a structured project management system deployed directly into your Notion workspace. It's built around a specific model of what makes a project:
A project is a promise, made to a client, with clear ownership, trackable tasks, and a defined path from commitment to completion.
The PMFN is designed for service businesses like agencies, consultancies, and training organizations. It's for businesses that manage multiple client engagements simultaneously and need a system that keeps all commitments visible without requiring the founder or director to manually track them. The framework is deployed as a done-with-you engagement: Ashley configures it for your specific business, trains your team on how to use it, and hands it over as a system your organization owns outright.
The PM Framework is a defined product with a known scope. It’s a specific system deployed into your workspace over a defined timeline. It's the right fit when the primary pain points are project and client management: missed deadlines, unclear ownership, and commitments falling through the cracks.
A custom consulting engagement starts with a broader diagnosis and may address process design, systems integration, data migration, or automation architecture, depending on what the assessment reveals.
If you're not sure which applies to your situation, the free discovery call is the right place to start. The goal of that conversation is to understand your situation well enough to recommend the right path, not to sell you the most expensive one.
It depends on the scope and the starting point. A PM Framework deployment typically lasts four to eight weeks, depending on the complexity of your client delivery process and the extent to which your team needs to be involved in configuration decisions.
Broader systems consulting engagements, covering process design, automation build-out, and integration work, typically run two to four months. This covers initial deployment with ongoing support available afterward.
The work is always iterative: each stage delivers something your team can use and evaluate before the next stage begins.
The work is most naturally suited to organizations in SaaS, professional training, and professional services. Specifically, those where client delivery involves complex, multi-stage projects with multiple stakeholders.
Past engagements have included SaaS companies managing product and client operations, organizations that train professionals to run their own businesses, and enterprise functional teams (including a software release management engagement at Walgreens), where operational complexity had outgrown existing systems.
The common thread isn't by industry, but by organizational pattern:
That's the most common starting point. Most organizations that come to Primary Goals are already using Notion. They set it up when the team was smaller; it made sense at the time, and it has gradually become a sprawling, inconsistent workspace that nobody fully trusts.
In that case, we start with an assessment of what exists: what's working, what's not, what can be preserved, and what needs to be rebuilt with more intentional structure.
The goal is never to start from scratch if it can be avoided. Your team has already invested time in what exists, and that investment deserves to be respected. A restructure is typically faster and less disruptive than a rebuild, and it produces a system your team recognizes rather than one they have to learn from scratch.
Ready to streamline your business?
Let’s build systems that help you scale with clarity and efficiency.
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