As an EOS Implementer, one of the most rewarding parts of my work is helping leadership teams gain crystal-clear alignment on their vision. Through the Vision/ Traction Organizer (V/TO), in EOS we define core values, core focus, and a long-term core target—typically a 10-year target. While revenue goals often seem like the natural choice for this long-term target, I always encourage teams to think beyond just the numbers.
A vision that truly inspires and energizes the team often comes from a deeper purpose—one that speaks to the impact you want to make.
Recently, I worked with a client whose 10-year target was now only three years away. Originally, their core target had been focused on hitting a specific revenue goal. However, as we reviewed their progress during their two-day annual planning session, we took a step back and asked an important question:
“Is this goal still the right one?”
Through discussion, the leadership team realized that while revenue is important, their true passion lies in the difference they make in their clients’ lives. Their core focus has always been about impact, yet their long-term target didn’t reflect that. So, they made a powerful shift. Instead of focusing on a revenue number, they reframed their 10-year target to measure the number of lives they will positively impact over the next six years.
This change was more than just words on paper—it was a rallying cry for the entire team. A revenue goal can feel abstract to many employees, especially those outside the sales and finance teams. But a goal focused on making a tangible difference? That resonates across all departments. The operations team sees their work as ensuring every client experience is exceptional. The support staff understands how their efforts contribute to client success. Everyone—from top leadership to the front lines—can connect their daily work to a bigger purpose
When your vision is shared by all, it creates energy, engagement, and commitment at every level of the organization. People are naturally more motivated when they know they’re part of something meaningful. And ironically, when companies focus on impact rather than revenue, they often find that the revenue follows.
If you’re setting your long-term target, consider this: What will truly inspire your team? What impact do you want to have? When you align your vision with your purpose, you don’t just grow your business—you create a movement that people want to be part of.
I would love to hear about the impact you plan to make and what is inspiring your team! If you feel stuck in this area and need help thinking this through, I’m here to help.