Every business needs a North Star.
Not a vague hope or a catchy slogan—but a clear, energizing, borderline intimidating goal that pulls you forward.
In EOS, we call this your 10 Year Target or Core Target.
It’s your long-range, 5–30 year destination.
The pie-in-the-sky number or outcome that feels just within reach—but only if you stay focused and do the work.
When I first encountered the concept, it caught me off guard. For years, I had been making decisions based on what was right in front of me. I didn’t have the mental space to think about where the business might be in a decade, much less further out. The urgency of now always won.
But here’s what I’ve learned:
Without a Core Target, even good companies drift.
With one, they align.
They accelerate.
They endure.
A strong Core Target should:
- Be measurable, specific, and bold
- Inspire your team, not just impress outsiders
- Push your limits—without becoming fantasy
This isn’t about predicting the future. It’s about committing to one.
When you define a clear Core Target, you start to reverse-engineer your decisions. You stop chasing distractions and start building toward something that matters. Like your Core Focus, it becomes a filter. A rallying cry. A reason to say no to good ideas in service of the great one.
So, what’s your company’s big, audacious goal?
The one that makes you a little nervous to say out loud?
That’s probably the one worth chasing.
