EOS brand assets are available for current members of our EOS Worldwide Franchise and approved partners. If you are not a current franchisee or partner, please email [email protected] for approval to use EOS brand assets. Assets include, but are not limited to our logos, icons, and trademarks listed below and on eosworldwide.comPlease note that you may not refer to yourself as an EOS Implementer, imply that you implement EOS, or that you implement EOS tools with clients without being an EOS Worldwide franchisee.

About EOS

What Is EOS®?

We believe in the power of entrepreneurship to change people’s lives, and we believe that our tools have the power to change entrepreneurs’ lives. EOS®, the Entrepreneurial Operating System®, is a set of simple concepts and practical tools that has helped thousands of entrepreneurs around the world get what they want from their businesses and create a positive impact on the people and societies around them.

Our Story

Fittingly, our own story is one of entrepreneurship. 

EOS founder Gino Wickman became the owner of his family business at the young age of 21. While turning that business around (and eventually selling it), he and other business owners started the Detroit chapter of the Entrepreneurs’ Organization. After retiring from his own company, Gino created the Entrepreneurial Operating System (EOS) to help organizational leadership teams get what they want out of their businesses.

Gino joined forces with Don Tinney, a business veteran with 30 years of experience leading entrepreneurial teams, in 2005. Together they built a community of EOS Implementers® who are passionate about helping entrepreneurial companies and their leadership teams thrive using the EOS Process® and Tools.

Today, over 100,000 companies use EOS Tools to gain control of their organizations, get the right people in the right seats, and make sure all of their human energy is channeled in the right direction. 

Core Values

Core values are extremely important at EOS Worldwide. Our brand should reflect the fact that we’re abundance-minded and collaborative, and that we work together to grow individually, as well as to help entrepreneurs worldwide. At our core, we are people who:

Are humbly confident

Open, honest, real and well-practiced, ready to make a positive difference

Do the right thing

Never betraying a trust and doing whatever it takes to resolve every issue so people can move forward

Grow or Die

Driven to maximize every situation and take ourselves and our clients to the next level

Help First

Subordinating our personal interests to advance others, always giving value before expecting anything in return

Do What We Say

Sometimes more, never less


The Why of the Logo

No symbol is more important to our brand identity than our logo. It must be clear, memorable, meaningful, and universal. Our logo incorporates the EOS Model® and lightbulb because nothing exemplifies the EOS brand more powerfully. With the Model and a more modern take on our lightbulb, our new logo presents a bolder, more unified, and more globally translatable representation of who we are. The symbolism: Our process will help shine a light on the root problems in your business, spark innovative ideas, and guide you on your entrepreneurial journey.

Proper Attribution and Intellectual Property

It’s important to maintain consistency with the EOS brand. That means giving proper credit to EOS intellectual property and making sure that you don’t misrepresent EOS Worldwide or your relationship with EOS.

The intellectual property created by Gino Wickman and protected by EOS Worldwide includes content found in Base Camp, in EOS books, in EOS software, and on the EOS Worldwide website and mobile app. Replicating that content for your own use is forbidden.

Official Terminology

Our full company name is EOS Worldwide. This should be used for all references to our company. The system should be referred to as the Entrepreneurial Operating System®, or EOS®. Traction is the name of the book. Do not refer to the EOS process or system as “Traction” or the “Traction System.” EOS Implementer® and EOS Implementers® are both registered trademarks. 

Proper Attribution of EOS Worldwide Intellectual Property

Use of any copyrighted or trademarked terms in any text or graphics should also give proper acknowledgment to EOS Worldwide. Include trademark or copyright symbols on the first instance that a term is mentioned on a page or in a document. There is no need to use the symbol on every instance of the term in that document or page.

Protecting EOS Intellectual Property  

EOS is a complete system, with a proven process and a full set of practical tools that help entrepreneurs get what they want from their businesses. Purely following the EOS Process® and fully implementing the tools in the EOS Toolbox™ has proved to help target market entrepreneurs strengthen the Six Key Components™ of their business.

You may not refer to yourself as an EOS Implementer, imply that you implement EOS, or that you implement EOS tools with clients without being an EOS Worldwide franchisee. When you use the designation “EOS Implementer®”, you agree to teach EOS in its purest form, following the EOS Process and purely teaching the EOS Tools (as further defined in Base Camp and/or the Traction Library).

  • No Omissions
    You may not skip steps in the process or decide to leave out or stop teaching certain tools.
  • No Tweaks or Other Changes
    You must follow the process as designed—and teach the tools as recommended — until your clients understand and are using the 20 tools in the EOS Toolbox wherever possible, without modifying them.
  • No Additions
    In its purest form, EOS is all a company needs to strengthen the Six Key Components. Recommending or selling other resources, content, or tools as a way to help your client strengthen one or more of the Six Key Components is not necessary, and is not pure EOS Implementation. As an exception, you may find a client still wanting more help after you’ve taught the EOS Tools purely. In these rare cases, you may recommend additional content, tools, or disciplines. But you must be clear that it is NOT part of EOS. It can’t be branded or marketed in a way that implies that it is part of EOS or in any way connected to EOS Worldwide. In other words: no “bolt-ons” to the EOS Model, EOS Process, or EOS Toolbox. If you derive income from recommending additional resources, content, or tools, then you must disclose this when making the recommendation.


EOS has trademark rights in each of the terms below, as well as in our stylized lightbulb logo. Also, each of the terms below has a specific meaning within EOS and must be used appropriately. EOS Worldwide permits EOS Implementers who have active Base Camp subscriptions to use our trademarks subject to the limitations provided in the Base Camp Membership Agreement.



10-Year Target™

Meta a 10-años™

3-Year Picture™

Panorama a 3-años™

3-Step Process Documenter™


3 Uniques™

3 Habilidades Únicas™

The 5-5-5™


The 7-Step V/I Connection Process™


5 Rules and 5 Tools™


The 8 Cash Flow Drivers™

Los 8 Impulsores de Efectivo™

The 8 Questions™

Las 8 preguntas™

90-Day World®

Mundo de 90-días™

TheAccountability Chart™


Agenda Assist™


The Assistance Track™

Vía de Asistencia™

“Back to the Basics” Checklist™

Chequeo “de regreso a lo básico”™

Certified EOS Implementer®

Implementador Certificado EOS™

Clarity Break™

Receso de Claidad ™







Core Focus™

Enfoque Medular™

Core Questions™

Preguntas Medulares™

Core Target™

Meta Medular™

Crystallizer Assessment™


Data Component™

El Componente de Datos™

Delegate and Elevate™

Delegar y Elevar™

Emeritus EOS Implementer™


Entrepreneurial Operating System®

Entrepreneurial Operating System®



EOS 400K System™

Sistema EOS 400K™

EOS Compatible™


EOS Conference™


EOS Foundational Tools™

Herramientas Fundacionales EOS™

EOS Implementer Base Camp™

EOS Implementer Base Camp™

EOS Implementer Community™

Comunidad de Implementadores EOS™

EOS Implementer®

Implementador EOS®

EOS Integrator™

Integrador EOS™

EOS Integrator Community™


The EOS Leader™


The EOS Life™

La Vida EOS™

The EOS Life Model™


EOS Model®

El Modelo EOS™

EOS One™


EOS Process®

El Proceso EOS™

EOS Pulse™


EOS Scorecard™

El Cuadro de Indicadores EOS™

EOS Time Management™


EOS Toolbox™

La Caja de Herramientas EOS™

EOS University™


EOS Visionary™

Visionario EOS™

Expert EOS Implementer™


The Five Leadership Abilities™

Las Cinco Habilidades de Liderazgo™

The Five Leadership Practices™

Las Cinco Prácticas de Liderazgo™

The Five Management Practices™

Las 5 Prácticas de Dirección™

Focus Day™

El Día “Focus”™

Fractional Integrator™








Integrator Community™


Integrator Academy™


Integrator Academy Masterclass™


Integrator DNA™


Integrator Indicator Assessment™


Integrator Masterclass™


Integrator Mastery Forum™


Integrator Support Forum™


Issues Component™

El Componente de Asuntos™

The Issues Solving Track™

Vía de resolución de asuntos™

Launchpad Community™


Level 10 Meeting™

La Reunión Nivel 10™



The Meeting Pulse™

Pulso de Reuniones™

Merger/Acquisition “Fit”™

Fit para una Fusión/Adquicisión™

“Off-Line” Meeting Track™

Guía para una reunión extraordinaria™

Organisational Checkup™

Chequeo Organizacional™

Organizational Checkup™

Chequeo Organizacional™

Partnership Rules of the Game™

Reglas del juego de las Alianzas™

The People Analyzer™

El Analizador de Personas™

People Component™

El Componente de Personas™

Process Component™

El Componente de Procesos™

Professional EOS Implementer®

Implementador Profesional EOS™

Professional EOS Integrator®


Professional EOS Implementer Community™


Professional Implementer Boot Camp™

Campamento de entrenamiento para implementadores profesionales™


Reunión Trimestral™



Quarterly Collaborative Exchange™

Intercambio Trimestral de Colaboradores™

Quarterly Integrator Exchange™


Quarterly Conversation™

Conversación Trimestral™

Quarterly Pulsing™

Pulso Trimestral™

Real. Simple. Results.™


Rocket Fuel™


Rocket Fuel 101™


Rocket Fuel Power Index™


Rocket Fuel University™


Running on EOS™


Sales Department Checkup™

Chequeo del Departamento de Ventas™

Same Page Journal™


Same Page Meeting™

Reunión de Sintonía™

Six Key Components™

Los Seis Componentes Clave™

Three-Step Process Documenter™

El Documentador de Procesos de 3 Pasos™

Traction Component™

El Componente de Tracción™



Traction University™


The Trust Builders™

Los Constructores de Confianza™

V/I Assessment™


V/I Duo™

El Dúo V/I™



Vision Building™

Construyendo la Visión™

Vision Component™

El Componente de la Visión™

Vision/Traction Organizer™

Organizador Visión/Tracción™

Visionary DNA™




Visionary and Integrator™

Visionario e Integrador™

Visionary Readiness Factors™


Works with EOS™

Media & Promotion Guidelines

If you’re excited about EOS® and are eager to share your passion with the world, you’ve come to the right place!

If you are an EOS Implementer® or active member of EOS Implementer Base Camp™, please visit our Marketing Resource Center for comprehensive guidance.

Publishers and Authors Excited About EOS

We love it when people write articles and blog posts about the EOS Process®, the EOS Model®, EOS tools, EOS Implementers, and EOS books! We ask that you follow a few simple guidelines to ensure consistency and avoid confusion.

  • Only active members of the EOS Implementer Base Camp™ are allowed to use the EOS logo, EOS Model, EOS Process, or EOS Toolbox™ images. If you would like an exception made, please contact us to request permission.
  • Please properly attribute EOS concepts and terms by linking to the EOS Worldwide website where appropriate.
  • Please use the appropriate ™ and ® symbols on terms trademarked and registered by EOS Worldwide – refer to this page for a complete list of trademarked terms. This page is updated regularly, so please be sure to check the most current version.
  • If you are featuring or quoting a Professional or Certified EOS Implementer®, an  Expert EOS Implementer™, or an EOS Emeritus Implementer™ in your article, please be sure to use the appropriate designation and company name when identifying them (i.e. Jane Doe, Certified EOS Implementer®).
  • You may quote directly from any EOS book or publication with proper citation and attribution to the original author, along with a link to the original source where appropriate.
  • You may not offer any downloadable tools or files obtained from the EOS website as direct downloads from your article or post. PLEASE LINK DIRECTLY TO THE “Free Tools” page on the EOS website. 
  • You may not author a book featuring EOS concepts or teachings without express permission of EOS Worldwide. To request permission, please send an email to [email protected]
  • Please be sure to confirm facts and current EOS data before publishing your article or post.

When in doubt, please ask! If you need background information for your article or if you have questions about featuring EOS in your print or online publication, please reach out to [email protected] for guidance.

Companies Proclaiming Their Love for EOS

It’s not unusual for companies using EOS to get so excited about their results that they want to share their experience with the world. Please follow the following guidelines when proclaiming your EOS pride:

We proudly run on the Entrepreneurial Operating System® (EOS®) to better serve you each and every day, and to encourage focus, discipline, and accountability in our team. 

  • Feel free to blog about your experience implementing EOS in your company (follow the guidelines above).
  • Please use the appropriate ™ and ® symbols on terms trademarked and registered by EOS Worldwide. Refer to our Registered and Common Law Trademarks for a complete list of trademarked terms.
  • You may not feature any other EOS logos or graphics on your website, blog, printed, or digital materials without express permission of EOS Worldwide. The only exception includes organizations working with Professional, Certified, or Expert EOS Implementers who have completed at least one Quarterly Session. They may request and use a We Run On EOS Badge.

Application Developers Excited About Creating Digital Versions of EOS Tools

If you are considering developing software that includes EOS tools, terms, or concepts, please know that our licensing standards are very high, please email [email protected] for a copy of our requirements to use EOS tools, teachings, trademarks, or concepts in a software product before you begin development.

Contact Us

Have a Question About These Guidelines?