One of the first things I coach my clients on has nothing to do with EOS tools, scorecards, or meeting rhythms.
It’s this:
Instead of selling yourself, teach people how to shop for your services.
Most leadership teams underestimate how important the choice of an EOS Implementer really is. They assume certification is enough. They assume all Implementers work the same way. They assume the tools will do the heavy lifting.
They’re wrong.
EOS works. I’ve seen it work for decades. But I’ve also seen it stall, frustrate teams, and quietly fail — not because the system was flawed, but because the wrong Implementer was chosen for the team.
If you’re considering EOS, here are the questions I believe every leadership team should be asking — and why each one matters.
1. What is your designation?
At EOS, there are three designations: Professional, Certified, and Expert.
All are trained. All are committed to the system. But they represent different levels of experience and depth.
I’m an EOS Expert Implementer. The criteria for that designation are publicly available here through EOS Worldwide and reflect years of consistent implementation, experience with a wide range of leadership teams, and demonstrated results.
Designation alone shouldn’t make your decision — but it should inform it.
2. How long have you worked with entrepreneurial leadership teams?
EOS is designed for entrepreneurial companies. That matters.
For 23 years, I owned and ran one of the most successful franchises of TAB Board International, working directly with owners and leadership teams of small to mid-sized businesses. In 2008, I handed a copy of Traction to more than 100 of my clients. In the summer of 2011, I traveled to Detroit to meet Gino Wickman and 11 other Implementers. Today, EOS has more than 900 Implementers worldwide.
Experience with entrepreneurial leaders means understanding pressure, pace, personalities, and the reality of owner-led companies — not just the theory.
3. Where does the Implementer fall in terms of coaching style?
Every Implementer has a style. Ignoring that is a mistake.
I see myself as a guide, not a consultant. My role is to guide your leadership team to the summit of Everest — and back down again — using the 20 simple tools of EOS. I teach teams how to teach others through a proven process.
I’m also very clear about this: I believe, as Alan Mulally has said, that running a successful company requires zero tolerance around behavior and process. Because of that, I rate myself an 8 out of 10 toward the “less flexible” end of the spectrum when it comes to following the EOS Proven Process.
That style works incredibly well for the right teams — and poorly for others. You should know which one you are.
4. What qualifies you as a proven facilitator?
EOS is a facilitation-intensive system. Poor facilitation will derail it quickly.
I’ve facilitated peer boards of business owners for over 20 years. Great facilitation ensures everyone has a voice, no one dominates, and meetings stay focused without drifting into tangents. It’s also about asking the right questions — which only comes from training, repetition, and experience.
EOS meetings aren’t about talking more. They’re about deciding better.
5. How do you manage different behavior styles on a leadership team?
Leadership teams are made up of different personalities, communication styles, and decision-making tendencies. If your Implementer doesn’t understand that, friction increases and trust erodes.
I’m certified in behavioral assessments and understand the differences between tools like DISC, Colors, Myers-Briggs, and Kolbe. This training is critical in helping teams understand one another and work together more effectively — especially under pressure.
6. What business background qualifies you to do this work?
An effective EOS Implementer must play three roles:
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Coach: A great coach can look at ten issues and identify the one that, if addressed, resolves many others. I’ve coached business owners one-on-one for over 20 years, as well as coached wind ensembles, volleyball teams, and baseball teams.
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Teacher: I’ve taught at both the high school and college levels and was a nationally respected sales trainer. Great teachers don’t need to demonstrate — they need to connect using the right language and analogies for different learning styles.
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Facilitator: I bring over 20 years of facilitation experience and firsthand experience owning and running three successful businesses. That lived experience matters when real decisions are on the table.
7. What are your fees?
This question matters — but not in the way most people think.
I’m at the top of the EOS fee structure. If that matters to you, we should talk. And if it matters too much, we probably shouldn’t. You should also ask me about the option where I won’t charge you a fee.
The real cost isn’t the Implementer. It’s choosing the wrong one.
Final Thought
I fell in love with EOS because Gino Wickman truly understood the difference between a leader (Visionary) and a manager (Integrator). I explain this distinction in my TEDx talk, and I believe it’s one of the most important insights for any leadership team.
As you consider EOS, I encourage you to use these questions — whether you speak with me or not — to determine the right fit for you and your team.
The better your questions, the better your outcome.