It’s not what you think…
I’ve watched hundreds of teams set Rocks over the years, & I’ve watched plenty of those Rocks crash, slide, stall or quietly disappear into the abyss by week four.
And let’s be honest – I’ve had my own Rocks fail too.
People love to blame time, capacity, surprises, the market, their cat, Mercury in retrograde – whatever. But here’s the uncomfortable truth most leaders don’t want to say out loud.
Rocks don’t fail because they’re hard.
Rocks fail because they’re vague, bloated or competing with ten other “top priorities”.
I’ve seen Rocks written so broadly they could double as a horoscope.
I’ve seen Rocks set so big they’d require NASA-level resources.
And I’ve seen Rocks that were basically business-as-usual tasks wearing a fake moustache.
So let’s talk about why Rocks really fail, based on what I’ve seen inside real teams & my own businesses.
1. They’re too big
Leaders love ambition. It’s part of their DNA.
But a Rock is a 90-day focus, not a five-year transformation.
If your Rock sounds like “Improve the entire customer experience across all divisions”…
Let’s just be honest. That’s not a Rock.
That’s a fantasy.
A Rock should be a chunk, not the whole boulder.
2. They’re too vague
“Fix operations.”
“Sort out marketing.”
“Get better at hiring.”
Fix what? Sort what? Better how?
Your team can’t deliver what they can’t define.
If the Rock isn’t specific enough for a stranger to understand it, it’s not a Rock. It’s wishful thinking.
3. Nobody truly owns it
This is the killer.
If three people own it, nobody owns it.
I’ve watched Rocks float around like lost balloons because everyone assumes someone else is holding the string.
Ownership is not a committee activity.
It’s one person, accountable for the whole result.
4. The quarter is already overloaded
I’ve seen teams set Rocks as if they’ve suddenly acquired eight extra staff & a time machine.
There’s delivery work.
There’s BAU.
There’s firefighting.
There’s the unexpected nonsense that always shows up in week two.
Stacking five Rocks on top of that isn’t focus. It’s self-sabotage.
Pick fewer. Commit harder.
5. The weekly rhythm falls over
This one is brutal but true.
A Rock without a weekly check-in is a Rock that will quietly die.
I’ve seen it too many times.
When Rocks live in a plan instead of a rhythm, they slip.
When they slip, they stall. When they stall, they die.
Simple as that.
The weekly check-in is where traction actually happens.
My Own Painful Lesson
Years ago, in one of my earlier businesses, I set a Rock that was so ambitious it should have come with a warning label.
It was exciting. Inspiring.
A total monster.
Of course I didn’t finish it.
Not even close.
The truth?
I didn’t want a Rock. I wanted a miracle.
That quarter taught me more about focus than any book ever has.
So How Do You Stop Rocks Failing?
1. Make them specific
If you can’t explain it in one clear sentence, it isn’t ready.
2. Make them realistic
Quarterly means 90 days. Not 900.
3. Make one person accountable
One Rock, one owner. Full stop.
4. Make space for it
If everything’s important, nothing is.
5. Review weekly, without fail
The rhythm is what keeps the wheels on the car.
Why This Matters
When Rocks are done well, they create momentum you can feel.
Teams move faster. Leaders think clearer.
The whole organisation breathes easier because everyone finally knows what matters.
Rocks aren’t just tasks.
They’re commitments.
They’re focus.
They’re traction in motion.
Get them right & your business starts driving like a finely tuned machine.
Get them wrong & you end up spinning the wheels quarter after quarter wondering why nothing changes.
If you want help turning vague Rocks into laser-sharp commitments that actually get delivered, this is exactly the work I love doing. Email me at debra.chantry-taylor@eosworldwide.com & let’s explore how EOS can help your leadership team create alignment & move forward with confidence.