If the last few years have taught business leaders anything, it’s this: growth doesn’t happen by accident. It’s the result of intentional leadership, clear communication, and the right people focused on the right things.

That’s exactly what we explored in a recent session: Right People, Right Message, Right Now: Leading with Values in Uncertain Times. Hosted by &Marketing’s Rajat Kapur, EOS Implementer Jenn Marion, and recruiting expert Bill Emerson, the conversation brought together a room full of engaged leaders to talk about how to hire, market, and lead through uncertainty.

But this wasn’t just another feel-good session about vision and values. It was a working session grounded in EOS principles, real-life recruiting challenges, and practical marketing advice. And as the dust settled, three themes emerged from participant feedback that are worth unpacking.

Values Mean Nothing Unless You Do Something With Them

Many companies talk about values. Fewer actually use them to guide hiring, operations, or marketing. But as the CEO of a martial arts chain for children reflected after the session, bridging the gap between internal values and external messaging is where the real magic happens.

“Biggest takeaway for me was the need to make the connection from core values to marketing. We need to draw the line and demonstrate how the core value benefits the student (and their parents).”

It’s a powerful reminder: values aren’t just for internal alignment. They’re also a filter for your messaging. Prospective clients want to know who you are and what you stand for, especially in saturated or trust-sensitive industries.

For companies targeting consumers (like this fitness program for kids and families), this means going beyond features or benefits. Marketing that highlights why you do what you do—especially when it aligns with customer values—builds trust and creates emotional buy-in.

Vision Is Useless Without a Plan (and a Way to Track It)

If values are your compass, vision is the destination. But to actually get there, you need a vehicle—and fuel.

That’s where EOS comes in.

A CEO of a senior living company shared this reflection:

“The process of going from vision to traction really got me thinking about some of our own operational ‘rocks.’ I appreciated the tracker template.”

In EOS terms, “Rocks” are 90-day goals designed to create momentum toward your long-term vision. The Vision/Traction Organizer (V/TO) helps leadership teams clarify where they’re going and what it will take to get there. But even the best tool is only as good as the follow-through.

This is where many companies get stuck: the strategic plan sounds great in the session but fizzles in practice. That’s why sessions like these focus on implementation. Who owns this Rock? What’s the timeline? How are we tracking progress?

Leaders need more than just vision. They need operational rhythm, team buy-in, and systems to hold people (and themselves) accountable. Otherwise, the vision lives only in your head—or on a forgotten slide deck.

3. If You’re Still Selling 1:1, You’re Stuck in the Past

Growth requires scale. For many founder-led businesses, that means getting out of the 1:1 sales mindset.

A CEO of a health center is already making that shift:

“Define my customer base—refine it and market to it. I’m moving from selling 1:1 to 1:many! Big shift for time and energy.”

Whether you’re a provider, consultant, or coach, this is a major inflection point. You can’t be the only engine in your business forever—not if you want it to grow. The shift from 1:1 to 1:many marketing means creating systems that bring in leads, nurture them with content, and make your services easier to understand (and say yes to).

This doesn’t mean you stop personalizing or stop connecting. It means you stop reinventing the wheel every time you want to attract or onboard a new customer.

A well-defined audience, a strong message, and scalable marketing infrastructure allow your business to grow beyond your calendar.

So What? Now What?

Start by doing a Delegate and Elevate exercise to figure out where you should be spending your time. Use the EOS V/TO and Rocks framework to prioritize the most important work. Revisit your values—not just to hang them on the wall, but to guide how you hire, market, and lead.

And if you’re stuck? That’s what we’re here for.

Our team of marketing leaders helps growth-minded companies going through massive change clarify their strategy, align their team, and build marketing machines that actually drive results. We particularly love companies that run on EOS and need help with their marketing Rocks or filling their marketing Accountability seat! Learn more below about how a Fractional CMO might be the missing piece in your EOS execution.