Clarity.
Clarity attracts customers.
Clarity makes it easier to perform high-quality work.
Clarity separates common companies from extraordinary ones.
If companies received degrees in clarity, Eagle Christian Tours would have a PhD.
Last year, while keynoting for the South-Central Motor Coach Association, I had the pleasure of meeting Brett and Carson Roes, founder/CEO and president of Eagle Christian Tours, respectively. We shared dinner together, and I had the opportunity to hear their remarkable story.
In an interview with Carson this week, he spoke passionately about how Eagle Christian Tours communicates clarity – every single day. During interviews, on an employee’s first day, and every day after, they make sure everyone clearly understands four things:
- Why they exist
- What they do
- How they behave
- How they go about doing their work
Carson readily admits that not everyone is a good fit for a company that wears its faith proudly. He believes this clarity is exactly why Eagle Christian Tours enjoys long tenure among many team members – and quick, healthy exits for those who don’t fully buy into the company’s purpose:
“…to glorify God by serving people with the heart and mind of Christ.”
They are further guided by three core values: Driven, Humble, and Kind—each supported by clearly defined principles.
Driven
“Driven” does not mean blind ambition or greed. It reflects stewardship and the sacredness of work.
“We should bring all of our virtues and values to work with us every single day,” Carson told me. “That’s what we mean by being driven – to give our best every day because we’re fulfilling what we were made to do. We’re responsible to be good stewards, to make wise decisions, and to live that out daily. We also believe in the sacredness of work – that we were created to work and that work is a good thing—but work is not the only thing.”
Humble
Gratitude and trust define this value.
“Humility says, ‘I can’t do it all myself,’” Carson explained. “Once you realize that, you begin to trust others. Gratitude follows—acknowledging that we couldn’t do it alone and being thankful for the people who help make it happen.”
Kind
Kindness at Eagle Christian Tours is rooted in grace and human dignity.
“Human dignity means everyone has immense value because of who created them,” Carson said. “That value is present from day one – there’s nothing you can do to add to it or take away from it. The worst decision you’ve ever made can’t remove it, and your greatest success can’t increase it.”
And then there is grace.
“Grace is unmerited favor. It’s undeserved. You can’t earn it, and it’s not based on what you did. It’s receiving something you didn’t earn or don’t deserve. Grace becomes powerful because as humans, we’re going to mess up at work. We won’t get it right 100% of the time. Grace says a mistake isn’t the end of the story.”
Carson told me that when customers see grace modeled internally, they often extend that same grace externally – especially when things don’t go as planned.
Clarity doesn’t eliminate challenges, but it gives people confidence, direction, and grace when challenges arise.
Eagle Christian Tours reminds us that when purpose and values are unmistakably clear, teams thrive, customers respond, and organizations stand apart. In a noisy, fast-moving industry, clarity may just be the most powerful competitive advantage of all.
Wow Tim! Thanks for sharing!
Carson, this was a powerful reminder that clarity isn’t just a leadership tool—it’s a culture shaper. The way Eagle Christian Tours clearly communicates purpose, values, and expectations creates alignment, trust, and grace at every level. That kind of clarity doesn’t happen by accident; it’s modeled and reinforced daily. Thank you for leading with conviction and showing how purpose-driven clarity truly sets extraordinary companies apart.