The C12 Framework for Building Great Business for a Greater Purpose.

Each day, business leaders face challenges, opportunities, and decisions with significant downstream impact. This considerable responsibility may cause them to feel lonely at the top. The weight can be immense, but so is the reward—particularly in pursuit of honoring God by how they run their companies. Eliminating the daylight between our faith and work requires diligence.

For three decades, C12’s singular focus has been to create a framework that compels and equips Christian business leaders to achieve excellence through the power of peers.

C12 helps CEOs and executives calibrate the entirety of their businesses through its signature 5-Point Alignment Matrix: continually evaluating and aligning growth strategies, financial stewardship, cultural development, and operations. Our rigorous, interactive curriculum empowers C12 members to dive headfirst into the challenges and opportunities of today’s marketplace.

The C12 experience is different because every C12 member views their business as a platform from which they can produce a Kingdom impact in the marketplace—a platform we refer to as a Business as a Ministry (BaaM).

C12 is designed with a perpetual discipline of assessment, planning, calibration, and coordinated action.

Tri-Value Model

Together, companies rise to market leading levels of employee engagement and performance, customer satisfaction, operational fitness, financial well-being, and cultural vibrancy—and unleash uncommon eternal impact.

C12 illustrates this process with its BaaM Framework. Our strategic planning disciplines encompass the entirety of a business and encourage specific goals and strategies for each dimension of the 5-Point Alignment Matrix (5PAM).

A business can be great and accomplish its greater purpose by fulfilling each layer of the Framework—anchoring in biblical core principles, identifying an annual primary focus, setting objectives for each area of the business that support the primary focus, defining measurable goals for the objectives, and executing the necessary actions.

Leaders who build and reinforce a strategic plan based upon this framework equip their organizations with meaningful work and critical direction. This alignment leads to improvements in employee engagement, decision-making, and business performance.

Results matter. C12 does not condone the status quo, because without margin, the mission stands still. We believe that what we do is greater than what we say, which we assert with our call to action Do > talk

Life and Leadership
Balance Wheel

The balance wheel is used to evaluate your personal health in pursuit to live a life in order. In C12 we believe if you are winning at work but losing at home, you are losing. This wheel is exactly that – a wheel.  It is not a bullseye, so you do not want to hit the center.  Rather, the ideal output is a fully aligned wheel that will “roll.”  As you evaluate the various components, which areas of your life are “flat” and need either prayer, peer counsel, and which areas of your life should be celebrated?


Strategic Planning Guide

Eternal Impact

Customer Loyalty

Sample Curriculum

January 2022

June 2022

July 2022

August 2023

September 2023

December 2023

Joan Maxwell was already an accomplished businesswoman when she joined C12 in 2014. The prospect of using her business as a platform for ministry was exciting but also intimidating. Over the past decade, she and her team have systematically transformed Regulator Marine into a model Business as a Ministry, one step at a time. We win respect inside our companies and industries when our character matches our proclamations. As we build great businesses for a greater purpose, we open surprising doors of influence to expand God’s Kingdom.