The Big Picture Document: A Game-Changer for Team Performance and Accountability
In every growing business, one of the biggest challenges is ensuring that every team member understands exactly what’s expected of them. At EBS, we believe it’s unfair to expect high performance from someone when the standards, outcomes, and responsibilities of their role haven’t been made crystal clear.
This is why the Big Picture Document exists; a structured, practical tool that improves people performance, boosts retention, and removes ambiguity from every role in the business. It forms a core part of the 7 Footer Flow Chart, and for many business owners, it becomes one of the most transformative documents they ever implement.
Unlike a traditional Position Description, which often focuses on tasks, the Big Picture Document aligns each team member with the bigger vision, specific outcomes, and the measurable activities required to succeed.
Below, we break down the essential components of a Big Picture Document and why every single person in your organisation (including you as the owner) should have one.
Why Every Business Needs a Big Picture Document
A Big Picture Document ensures that:
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Every team member understands where the business is headed
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Expectations are defined, measurable, and aligned
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Team members know the outcomes they’re responsible for, not just the tasks
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Leaders can manage performance through clarity, not conflict
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Accountability becomes simpler, cleaner, and fairer
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You dramatically reduce confusion, misalignment, and costly people problems
When every person has this structure, performance lifts, communication improves, and team engagement increases.
The 7 Components of a Big Picture Document
1. The Common Goal
Every Big Picture Document starts with a shared destination for the year; the common goal of the business.
This shouldn’t be a profit target. Profit doesn’t inspire your team.
Instead, make it:
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tangible
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meaningful
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connected to your mission
Examples:
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“Build 10 new family homes in the Sunshine Coast region this year.”
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“Help 300 small-business owners improve their cashflow through our advisory program.”
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“Deliver 5,000 units of our flagship product to customers nationwide.”
Everyone in the company should be able to answer the question:
“What’s our common goal this year?”
2. Team Position
This includes two elements:
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The formal job title
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The “real world” or slang description of the role
Example:
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Formal title: General Manager
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Informal role: Backstop to the CEO
This helps contextualise the role beyond a title alone.
3. Key Performance Indicators (KPIs)
KPIs represent the outcomes expected from the role; the measurable results that indicate success.
KPIs are post-mortem metrics
They show what has already happened.
Examples:
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Monthly sales volume
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Gross margin percentage
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Customer satisfaction ratings
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Receivable days
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Utilisation rates
Strong KPIs are:
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Measurable
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Outcome-focused
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Limited to 3–5 per role
KPIs answer:
“What must this person achieve to be considered successful?”
4. Critical Drivers
If KPIs are outcomes, Critical Drivers are the actions that create those outcomes.
These are the levers a team member must pull daily, weekly, or monthly.
Examples:
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Number of sales calls made
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Number of proposal follow-ups
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Number of overdue invoices chased
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Number of client check-ins
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Amount of content published
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Quality checks completed
Critical Drivers answer:
“What do I need to do to hit my KPIs?”
And here’s the golden rule:
If KPIs are off track, you don’t change the KPIs. You adjust the Critical Drivers.
5. Measurement
Targets mean nothing unless they’re tracked.
This section explains:
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How performance will be measured
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Who is responsible for the measurement
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How often metrics are reviewed
Without measurement, goals are just guesses.
6. Communication
This part outlines how performance results will be communicated.
Questions answered include:
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How often will performance conversations happen?
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Will updates be shared via email, CRM dashboards, or 1:1 meetings?
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How will the team member receive feedback and support?
Clear communication stops surprises, resentment, and misalignment.
7. Consequences
Every strong framework includes consequences, both positive and negative.
Consequences may include:
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Bonus opportunities
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Recognition
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Coaching
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Role changes
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Performance improvement pathways
It’s not about punishment; it’s about fairness and clarity.
When people know the stakes, they step up.
Why This Document Changes Everything
The Big Picture Document brings together goals, clarity, accountability, measurement, and communication all on one page.
It eliminates confusion.
It removes hidden expectations.
It strengthens leadership.
It improves performance.
It gives team members confidence and direction.
And it ensures the entire business moves forward in alignment.
At EBS, we believe every person, from the owner to the newest team member, should have a Big Picture Document. Once implemented, you’ll see an immediate shift in productivity, ownership, and culture.
