You would be surprised by the number of organisations that do not know where they want to be in the next 10 – 20 years. Without this clarity, how do you know whether the actions you are executing right now are right for the long term?
Do you know whether you are being reactionary? Or whether you are putting time, energy, and cash into actions that are taking you off course? Having a Big Hairy Audacious Goal (BHAG) is one of the most important elements that help a business with its long-term direction.
What is a BHAG?
BHAG, short for “Big Hairy Audacious Goal”, is a term coined by renowned business growth consultants Jim Collins and Jerry Porras. It is used to describe a long-term, ambitious goal that inspires and motivates a company or organisation to achieve greatness.
How is a BHAG different from a regular goal:
A BHAG is different from a regular goal in several ways:
- Long-term orientation: A BHAG is a long-term goal that can take 10 to 30 years to achieve, while a regular goal is usually shorter-term, ranging from weeks to a few years.
- Ambition and magnitude: A BHAG is big! It is an ambitious and audacious goal that pushes companies outside their comfort zones. It is typically a larger, challenging goal that requires significant effort and resources to achieve.
- Emotional appeal: A BHAG should have an emotional appeal that inspires and motivates people to work towards it. It should be a goal that people can get excited about and rally around. For this reason, it must also connect with your core purpose.
- Impact and significance: Achieving a BHAG should have a significant impact on the organisation. It should be a goal that has a transformative effect on the company – or the world – while a regular goal is typically more focused on improving processes, achieving targets, or meeting objectives.
What are some examples of a BHAG:
- Every book, ever printed, in any language, all available in less than 60 seconds (Amazon)
- Become the most recognized & respected consumer brand in the world (Starbucks)
- A computer on every desk in every home (Microsoft)
- Land a man on the moon and return him safely to earth (1960’s America)
What makes a great BHAG?
A great Big Hairy Audacious Goal has several characteristics that help to energise and focus an organisation and its people on long term success.
- It’s aligned with your values and purpose: A great BHAG should be aligned with the values and purpose of the organisation and should support the organisation’s long-term vision and strategic plan.
- It’s inspiring: A great BHAG is a goal that captures people’s imagination and inspires them to work towards achieving it. It should be something that people are passionate about and can get excited about.
- It connects with the Hedgehog Concept: Great BHAGs fit squarely within the three circles of your Hedgehog Concept. Learn more about the Hedgehog Concept.
Do not set your BHAG if your hedgehog concept has not been determined, as you may set the wrong BHAG and steer your company in the wrong direction, not achieving what you could have.
- It’s compelling, clear, and easy to grasp: A great BHAG should require little explanation; people should get it and understand it right away.
- It’s challenging but achievable: A great BHAG should be a bit of a stretch that is difficult to achieve but not impossible. It should be a goal that requires people to work hard and push themselves beyond their current limits.
- It’s specific and measurable: A great BHAG should be specific and measurable, with a clear endpoint that can be tracked and measured over time. This helps to keep people focused and motivated as they work towards achieving the goal.
- It’s communicated effectively: A great BHAG should be communicated clearly and effectively to all stakeholders, including employees, customers, and investors. This helps to build buy-in and support for the goal and keeps everyone focused on achieving it.
Learn More About Big Hairy Audacious Goals (BHAG)
With support from fellow Gravitas Impact coach, Hans Schulte, my monograph Radical Alignment to a Core Strategy: Increased Net Income and Team Alignment is now available to purchase on Amazon.
You can learn more about creating your BHAG in the first chapter of my monograph, which you can download for free by visiting this page.
If you would like help developing your BHAG or to better understand the proven frameworks and tools we use, please get in touch today!
