EOS Vision: The 8 Questions That Drive Business Clarity

If you’ve ever sat around a table with your leadership team and realized that every one of you has a slightly different version of where you're going and how you’ll get there — you’re not alone. I refer to this as a Traction Gap. It’s not just frustrating — it’s costly.

As a Professional EOS Implementer®, I’ve seen dozens of leadership teams step out of the fog and into alignment by answering eight simple questions. We use a tool called the Vision/Traction Organizer® (V/TO®) — and I can tell you with confidence, it works.

It’s not another long-winded strategic plan that gathers dust. It’s two pages. One clear path forward. And when done right, it gets your entire team rowing in the same direction and working as one.

The 8 Questions That Shape the EOS Vision Component

The Vision Component of EOS is about getting every member of your team 100% on the same page with where you’re going and how you plan to get there. The V/TO organizes this thinking into two distinct sections: Vision and Traction. Here are the 8 questions that guide that process:

Question 1: What Are Your Core Values?
Your Core Values define your company culture and the behaviors you expect from your team. It answers the question of “Who We Are.” These are more than words on a wall; they are the foundational principles that guide how your team makes decisions, interacts with clients, and collaborates internally.

Core Values are discovered, not invented. They already exist; our job is to articulate them clearly so we can hire, fire, review, and reward people based on them. Numerous times during the implementation process, teams have shared that they have Core Values defined. When I ask them to go around the room and tell me how well they are activated or being leveraged in their business they respond with something like, “let’s pull up the website” or “I’ll get the brand book.” When core values are activated in your business, they are part of the everyday language that the entire company uses. Remember, your core values already exist. The work is synthesizing and bringing them to life.

Question 2: What Is Your Core Focus?

If Core Values are “Who We Are,” then Core Focus is “What We Are.” This actually has two very distinct parts. The first choice is identifying your purpose, cause, or passion. I like to say this is your “I have a dream” not “I have a plan” moment. Think of it as why the organization exists, especially beyond just making money. It’s most impactful when it’s concise (3 to 7 words), feels bold, comes from the heart and has an “aha” effect.  

Once this is identified, we move to the niche which is your “What.” Think about this as what can you do better than anyone else? This normally is more obvious. These two aspects come together to create the formula Purpose/Cause/Passion + Niche = Core Focus. When clear, it acts as a beacon to keep your team aligned, focused and energized.

Question 3: What Is Your 10-Year Target?

If Core Values are the “Who We Are” and Core Focus is the “What We Are,” then think of the 10-year Target as “Where We Are Going.” This is your moment to think big and create your long-term goals. The purpose of the 10-Year Target is to stretch your thinking and unite your team around a bold destination. It creates alignment around what the company is striving for over the long haul. Sometimes teams can’t see out the full 10 years. Recently in working with a team in the Real Estate Brokerage industry, there is so much disruption in their industry via AI that we decided only to establish a 5 year target. Keep in mind we want the targets to be specific, measurable and timely. While Visionaries love this exercise, just keep in mind it is for the entire organization to embrace and rally to.

Question 4: What Is Your Marketing Strategy?

This isn’t about campaigns or ads. EOS defines a Marketing Strategy as the definition of your ideal client and the message that wins their attention. It includes your Target Market, Three Uniques™, Proven Process, and Guarantee. While these 4 aspects are equally important, my favorite is the Three Uniques. This unifies not just what we do but what makes us different from the rest. The power isn’t just with prospects and clients, it's inside our organization because often our teams lack this clarity. 

Identifying your ideal customer and understanding why they buy from you isn’t just good marketing—it's an essential strategy. 

Question 5: What Is Your 3-Year Picture?

Now it’s time to bring the vision into clearer focus. Where do you want to be in three years? What will the company look like? How many employees? What kind of culture? Revenue and profit targets? Keep in mind that the reason it is a picture and not a plan is that it is directional in its nature, not overly specific especially in how we are going to get there. This creates alignment and motivation by painting a vivid picture of success.

When everyone can visualize the same outcome, they begin to work more effectively toward it.

Question 6: What Is Your 1-Year Plan?

Now it’s time for your “I have a plan” moment. We have moved from Vision to Traction.This is where the rubber meets the road. What must you accomplish this year to be on track toward your 3-Year Picture and 10 Year Target? You’ll set 3–7 major goals (called "Company Goals") that you intend to accomplish in the next 12 months. We include appropriate Revenue and Profit targets as well as leading measurables to help us know if we are on track to our targets.

A strong 1-Year Plan builds momentum and gives clarity to all departments.

Question 7: What Are Your Quarterly Rocks?

The 90-Day World® is central to EOS. People can only focus intensely for about 90 days. Rocks are the 3–7 most important priorities that must be completed this quarter to keep your 1-Year Plan on track. While we call this section Rocks, it also includes related lagging measurables (revenue, profit, etc) and leading indicators (think funnel metrics). 

Companies that execute quarterly Rocks with discipline are the ones that grow with focus and traction.

Question 8: What Are Your Issues?

Every long-term plan comes with some roadblocks, and that’s okay. The Issues List is where you document the problems, obstacles, and ideas that could block your path. Once captured, the team solves these using IDS®: Identify, Discuss, and Solve. The goal is to share with the entire company our Long Term Issues. It is vulnerable, but honestly your team already knows you have issues and they just need to know that you recognize them as well.  

A culture of recognizing and solving issues builds trust, ownership, and consistent forward momentum.

How the V/TO Drives Alignment, Accountability, and Action

Once you’ve answered these 8 questions, your V/TO becomes more than a document—it becomes your company’s strategic compass. It aligns your leadership team, creates clear priorities, and connects the day-to-day with long-term aspirations. Best of all, when Shared by All, it keeps the entire organization rowing in the same direction working as one.

It’s not just about writing it down. It’s about living it, reviewing it quarterly, and using it to guide decisions at every level of the company.

How Often Should We Answer the 8 EOS Vision Questions?

Answering the EOS Vision questions isn’t a one-and-done task. It’s a discipline, a mindset, and a leadership tool. Whether you’re just starting EOS or you’ve been running on it for years, returning to these questions with intention is the path to clarity, alignment, and meaningful growth.

You should revisit and revalidate your answers to the 8 EOS Vision questions during both your Annual Planning Session and Quarterly Meetings:

• Annual Planning Session: This is your deep-dive. Every year during Annual Planning, your leadership team should review and, if needed, revise each of the 8 questions in the V/TO®. This ensures your long-term targets, marketing strategy, and focus still reflect reality and your aspirations.
• Quarterly Meeting: During your Quarterly Meeting, you review (not revise) the V/TO® to reconnect with the vision and make sure your Rocks and Issues align with the 1-Year Plan and 3-Year Picture.

It’s not just about having the answers—it’s about using them as a living, breathing guide for your decisions, priorities, and communication throughout the organization.

Bring Your EOS Vision to Life with Ninety

Building your Vision/Traction Organizer® is one thing—bringing it to life across your entire organization is another. That’s where Ninety comes in. Our platform is the officially licensed software for EOS®, built to simplify and systematize the hard work of aligning your team around your vision. From sharing your V/TO® across departments to tracking Rocks, solving Issues, and running world-class meetings, Ninety makes it easier to Focus, Align, and Thrive.

Ready to take your EOS journey further? Start your free Ninety account to turn your vision into real traction.