8 Questions: 10 year Target (Core Target)

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.