As the global neo-liberal reform movement in education continues to evolve, so does the simultaneous transfiguration of the profile and status of primary school teachers in England. Reform continues to delineate the aims and purpose of primary education in increasingly essentialist terms. This paper explores English primary school teachers' perceptions and experiences of teaching, and of being a teacher, in a period of considerable change. Extending the existing research literature about primary school teachers, it explores the progressively strategic nature of policy enactment and the tactics employed by teachers to manage conflicting demands. The paper draws upon rich qualitative data from two sets of interviews with 22 primary teachers employed in the South-East of England. Thematic analysis facilitated findings about teachers' encounters with, and responses to, neo-liberal policy reform, notably in relation to accountability and managerialism. The view that 'nothing is ever good enough' reflects recurrent data affirming the relationship between school leadership and teachers' demoralisation, as well as perceived reputational decline more broadly. Findings highlight the emergence of the primary practitioner as 'tactician', and of a particular brand of survivalism necessary for a context that acts to pedagogically and philosophically constrain the purpose of primary education.