Purpose gives meaning to life.

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BHAG stands for, a Big, Hairy, Audacious Goal  — a term coined by Jim Collins and Jerry Porras in their book, Built to Last: Successful Habits of Visionary Companies — is a long-term, 10 to 25-year goal, guided by your company’s core values and purpose.

It is more than just a goal, because it isAudacious and Hairy! Which means it should scare you a little and push you as a company outside of your comfort zone.

We’re talking about a challenge that is so audacious, beyond your limited imagination, and hairy that it might feel like it is an impossible dream. But still one that is inspiring and still possible with the right growth structure in place. We’re talking about a ‘put a man on the moon’ level goal here. However, your BHAG must be connected to your company’s overall strategy. It needs to still be relevant to your target market, capitalise on your point of difference, align with your sales forecast and engage your staff and customers or else it just becomes an aspirational statement or a random number.

Why do you need a BHAG?

The biggest value behind the BHAG is that it gets you out of thinking too small. It forces you to THINK BIG!

Strong BHAG have:

• Clear & measurable target: Set a quantitative or qualitative goal that is measurable.
• Compete & win: Target a competitor's market share.
• Aspirational: Model your growth strategy of another successful company 
• Growth Mindset: What internal transformation can this BHAG bring to the organisation 

Examples of BHAG

General Electric:

“Become #1 or #2 in every market we serve and revolutionize this company to have the speed and agility of a small enterprise.”

Nike:

"Crush Adidas"