Are you playing to win? This is the first article in the series Playing the Game Called Profit Land.

Growing a successful business is serious business. Being serious doesn’t mean being cutthroat and cold, however. It’s more that your business’s success or failure has serious ramifications—including the personal livelihood of everyone who is part of your company. That is serious.

But taking your business growth and success seriously doesn’t mean you have to toss all fun and games aside. On the contrary, I’ve found that having fun helps me enjoy the work at hand—namely, doing the daily work of growing my business by managing the 12 areas of internal management (AIMs). Recently, as I considered these 12 AIMs of business, a fun idea crossed my mind:

What if business owners could see these 12 AIMs situated in relation to each other, with interconnected pathways between… sort of like a game board? 

Profit Land

I turned to Candy Land, one of my favorite childhood board games, which I always had fun playing. My creative wheels really started spinning! Before long I had imagined Profit Land, depicting how business owners move from startup entrepreneur into seasoned CEO—which is exactly what’s needed to evolve and grow the business and win (i.e., arrive at Profit Land’s final destination, which we refer to as Financial Freedom Kingdom). This blog series will walk you through some of the Profit Land game board and give plenty of direction for how you can play to win.

Most startup entrepreneurs aren’t thinking about the 12 AIMs at all. They’ve found a product or service that the market wants, and they start there, with delivery. It’s like they bypassed several key stops by taking Startup Pass, on the Profit Land highway that creates a stable internal business structure. For a time, most startups can operate this way. But eventually, every company needs the strength that an internal foundation provides. The only way forward is to circle back and consider how all 12 AIMs work together for the health and vitality of the company.

In my 2020 AIM series, I outlined each of the 12 AIMs, starting with Strategy. Strategy is how everything works together. From marketing to tech to facilities to social impact, all of the AIMs are bound together, each one affecting the other. Growing a business is anything but a linear process! Everything needs to be done all at once and all together. As mentioned in the 2020 series:

“Strategy is both a component of the model as well as the way the model works. Without strategy, none of the other components will function properly. So what is strategy? Strategy is a plan of action designed to achieve the overall goal. For small businesses, that plan of action consists of coordinating all the components to make the business a success.”


For example, if growing a profitable business was as simple as playing a game, you would take a look at the gameboard and find the fastest, shortest route from Start to Finish and focus on that alone. But that’s not how business works. Your path to Profit Castle isn’t a straight line, and that path takes you through the other 11 AIMs. You’ll need to climb some mountains and work with some wild characters and find your way through when you can’t see the forest for the trees. 

A solid strategy keeps your feet moving forward even as you keep an eye on the entire game board. 

During each installment of this series, we’ll focus on one part of the Profit Land. I’m excited to share this fun model with you—not only because it’s stirring up some great childhood memories, but also because I know it can help business leaders reach their goals.

If you need some help finding your way to the Financial Freedom Kingdom, that’s what Officeheads is all about. We come alongside CEOs and business owners like you and make sure your financial management strategy is in place so you can move through Profit Land. Reach out today to see how Officeheads can help you have some serious fun as you grow your business!