Success often hinges on how well (and quickly) you can turn lofty goals into actionable steps. We know that effective marketing doesn’t just happen overnight. For us, it’s built, rock by rock, using the proven principles of EOS® (Entrepreneurial Operating System®). This approach helps us break down big-picture goals into achievable milestones that guides our 1-year plan while keeping our 3-year picture and 10-year target in focus.
My partner Steve’s secret to eating an elephant is to do it one bite at a time (he’s never eaten an elephant, by the way). I think the other key to success would be planning subsequent bites in advance (will he finish one leg at a time or start with the trunk?).
Here’s an inside look at how you can use this process to realize your long-term goals through a series of smaller actions.
What does ‘done’ look like? Is it a percentage of growth? Is it a new product? A new market? Before you start, you need a clear vision. EOS® encourages us to start with the end in mind. This means understanding where you want to be in the next 10 years and then reverse-engineering that vision into tangible steps. By setting a 10-year target, we create a long-term goal that serves as the North Star for all our marketing efforts. It’s about dreaming big, but also being realistic about what it will take to get there.
Now comes the part where the magic happens – breaking down the vision into quarterly rocks. These are the specific, measurable objectives that will drive growth and revenue. For some of our clients, quarterly rocks could consist of the launch of a new campaign, expansion of their social media/thought leadership presence, or implementation of a customer retention initiative. The key is to make these rocks both challenging and attainable. By focusing on one critical priority each quarter, you ensure steady progress without overwhelming your team.
Marketing is like playing chess (but it’s more fun). Chess masters don’t just think about their next move, they’re thinking several moves ahead. The same is true for marketing masters (or professionals, experts, or whatever). We plan several steps ahead while keeping the big picture in mind. Rocks are executed in order of impact*, each rock building upon the previous one.
Things happen. We’re not married to future rocks. Trends evolve, consumer behavior shifts, markets react, and new technologies emerge; flexibility is paramount. We think of the current quarter’s rocks as being written in stone, the next one in pen, the next one in pencil, and the fourth one in sand. By planning your next rocks even as you’re tackling the current ones, you stay proactive rather than reactive – positioning your business to stay ahead of the competition.
Achieving your marketing goals is like scaling a mountain. It’s not about one giant leap; it’s about stacking rocks, one after another, until you reach the top. Each rock you place brings you closer to your vision, and each accomplishment builds the confidence and momentum needed to tackle the next challenge.
If you’re ready to turn your goals into actionable marketing rocks and climb to new heights, we’re here to help. Let’s talk about how we can transform your marketing strategy and get you where you want to be – one rock at a time.
* to find your fastest path to cash.®