Glossary
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. It fills one box on the V/TO® and it is written for the sales team, not for an agency. The four answers together should make the right prospect recognize themselves.
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How EOS uses the marketing strategy box
The box holds the target market, the three uniques, the proven process and the guarantee. A leadership team writes it during Vision Building® and then hands it to whoever talks to customers. If the sales team cannot repeat all four answers from memory, the box is not finished, however good the wording looks on the page.
Companies usually have this information spread across a pitch deck, a website and the head of the best salesperson. Pulling it into four lines everybody shares removes a common failure: two salespeople describing incompatible companies to the same market, and an advertising spend aimed at buyers the founder stopped wanting three years ago.
Worked example: A payroll bureau found its two salespeople were selling different companies. One pitched price against national providers and the other pitched same-day answers from a named person. Both worked, but the pricing page, the ads and the onboarding script only supported one of them. Agreeing the four answers took a morning and killed the discount pitch.
Sources: Traction, Gino Wickman, chapter on Vision; eosworldwide.com/eos-tools
Target Market
The target market in EOS is a written description of who your best customers are, specific enough to sort a list of companies into yes and no.
02Three Uniques
The Three Uniques are three things true about your company which, taken together, no competitor can claim and a customer would actually care about.
03Proven 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.
04Guarantee
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.
Start with a real question
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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.