Why Your Rocks Fail & How to Fix Them

Setting Rocks—clear, measurable 90-day priorities—is a core element of the Entrepreneurial Operating System (EOS). These Rocks are designed to help teams focus, align with long-term goals, and maintain momentum. However, even with the best intentions, many teams struggle to achieve their Rocks consistently. If you find yourself wondering why your Rocks often miss the mark, it could be due to a few common pitfalls. In this post, we’ll explore why Rocks fail and offer practical solutions to help your team improve focus, execution, and accountability.

1. Rocks Are Too Vague

Pitfall: One of the most common reasons Rocks fail is that they are too broad or poorly defined. Vague goals lead to confusion about what success looks like, and without clear metrics or deadlines, it’s easy for a Rock to slip through the cracks.

Solution: Use the SMART criteria—Specific, Measurable, Achievable, Relevant, and Time-bound—when setting Rocks. Instead of saying, "Improve customer satisfaction," be specific: "Increase customer satisfaction score by 10% through training initiatives by the end of Q2." This makes it easier to track progress and measure success

2. Too Many Rocks

Pitfall: It’s tempting to set numerous Rocks to cover all areas of the business, but having too many priorities is just as bad as having none. When the leadership team is spread too thin, progress stalls because focus is diluted across too many initiatives.

Solution: Stick to the principle of less is more. Most teams should focus on 3-7 Rocks per quarter, with each leader responsible for one major Rock. Prioritize what will have the greatest impact on the business in the next 90 days. By narrowing your focus, you increase your chances of completing high-priority tasks.

3. Lack of Accountability

Pitfall: Even well-defined Rocks can fail if no one feels directly responsible for their execution. When ownership is unclear, Rocks often get deprioritized, leading to missed deadlines and incomplete goals.

Solution: Assign a single person to be accountable for each Rock. This doesn’t mean they do all the work themselves, but they are responsible for keeping the Rock on track, delegating tasks, and reporting progress. Regularly checking in during weekly Level 10 Meetings ensures accountability and keeps Rocks top-of-mind.

4. Poor Alignment with Long-Term Goals

Pitfall: Sometimes, leadership teams set Rocks that are disconnected from their long-term vision. While it’s important to address short-term needs, if your Rocks don’t align with your company’s overarching goals, they won’t move the needle in the right direction.

Solution: Before setting Rocks, review your Vision/Traction Organizer (V/TO) to ensure every Rock aligns with your company’s long-term vision, 1-year goals, and quarterly priorities. Rocks should serve as stepping stones that help you achieve your bigger-picture objectives, not distract from them.

5. Unrealistic or Over-Ambitious Goals

Pitfall: Setting overly ambitious Rocks can lead to frustration when goals aren’t met. Teams that consistently set unattainable targets may lose motivation and confidence in the Rock-setting process, leading to a culture of underperformance.

Solution: Be realistic when setting Rocks. While you want to push the team to achieve ambitious goals, they should also be attainable within the 90-day timeframe. Use past performance data and available resources to gauge what is achievable. It’s better to set slightly smaller Rocks that get accomplished than large ones that go unfinished.

6. Ignoring Team Input

Pitfall: When leadership sets Rocks without consulting their teams, they risk overlooking key insights or underestimating the challenges involved in execution. This can lead to poorly chosen priorities or unrealistic expectations for the quarter.

Solution: Involve your team in the Rock-setting process. They often have valuable perspectives on what’s realistic, what’s most important, and how resources should be allocated. By engaging team members, you also foster a sense of ownership and commitment, which boosts accountability.

7. Lack of Consistent Review

Pitfall: Many teams set their Rocks at the beginning of the quarter and then fail to review them regularly. Without consistent check-ins, it’s easy for Rocks to get neglected as daily firefighting takes over.

Solution: Use your weekly Level 10 Meetings to review the progress of each Rock. This regular cadence keeps Rocks visible and top-of-mind for the team. If a Rock is falling behind, these meetings provide an opportunity to address obstacles early, recalibrate, or reassign resources to stay on track.

8. Not Addressing Obstacles Early

Pitfall: Sometimes Rocks fail because teams don't proactively address challenges or obstacles that arise. Ignoring problems until the last minute makes it harder to meet your goals within the quarter.

Solution: Be proactive in identifying and addressing obstacles as soon as they emerge. Encourage team members to flag any issues during weekly meetings so that leadership can troubleshoot and provide support. Early intervention can often prevent a Rock from going off-track entirely.

Setting Rocks within the EOS framework is a powerful way to drive focus, alignment, and progress toward your company's vision. However, common pitfalls can derail their effectiveness. By addressing these challenges—ensuring clarity, creating measurable objectives, fostering ownership, and maintaining regular check-ins—you can enhance your team's ability to set and achieve impactful Rocks. With the right approach, your leadership team will be better equipped to execute on its most important goals and drive long-term success.