Glossary
Guarantee
A guarantee in EOS® is one written promise that removes the thing a buyer is most afraid of, specific enough that breaking it would cost you something real. It is the fourth part of the marketing strategy and the hardest to write, because a promise that feels safe to make is usually not worth reading.
01
How EOS uses the guarantee
The guarantee goes in the marketing strategy box beside the target market, the three uniques and the proven process. EOS asks a leadership team to find the fear behind its most common objection and answer that directly. Once written the promise has to hold operationally, so it tends to become a row on the Scorecard within a quarter.
The exercise is an operations question dressed as a marketing one. A company that cannot promise a same-week response has learned something about its scheduling, and the honest move is to fix that before printing the promise. Teams that dodge the discomfort write something nobody could ever claim against, then wonder why it does not sell anything.
Worked example: A commercial printer promised that any job more than a day late is free. The finance lead objected for an hour. They ran the previous year's figures and found eleven qualifying jobs out of nine hundred. The promise went on the website, and on-time delivery became the first row of the Scorecard the following week.
Sources: Traction, Gino Wickman, chapter on Vision; eosworldwide.com/eos-tools
Marketing Strategy
In EOS, marketing strategy means four answers rather than a plan: who you sell to, what makes you different, how you deliver, and what you promise.
02Proven Process
A proven process is your way of serving a customer drawn as three to seven named steps on a single page, with a guarantee at the end.
03Scorecard
A Scorecard is a weekly table of five to fifteen numbers that tells a leadership team whether the business is on track, one owner and one goal per row.
04KPIs and EOS: build a Scorecard that predicts results
Where KPIs fit inside EOS: the weekly Scorecard, 5 to 15 measurables, one owner each, and a simple picker to draft yours by industry in a few minutes.
Start with a real question
Not sure which of these you actually need?
Tell us what the leadership team is arguing about. A person replies within one business day with a straight answer, whether that is a book, a tool or an implementer.
A person reads every one.