Why a BHAG is the Secret to Long-Term Success: In today’s fast-paced world, setting ambitious, long-term goals might feel out of step with the need for quick wins. But if you’re serious about driving transformational growth, it’s time to focus on your BHAG — Big, Hairy, Audacious Goal.
What is a BHAG?
Coined by Jim Collins and Jerry Porras in Built to Last: Successful Habits of Visionary Companies, a BHAG is a daring, long-term goal, typically spanning 10 to 25 years, rooted in your company’s core values. A well-crafted BHAG isn’t just ambitious—it’s audacious enough that success feels challenging but not impossible.
I first learned about what a BHAG was and its value from Verne Harnish a speaker I recommend very highly.
The beauty of a BHAG lies in its dual power: it inspires your team while compelling your organization to innovate and grow.
Why Your Business Needs a BHAG (and why marketers need to set them for everything they are working on)
A BHAG does more than just set direction—it reshapes your organization. Here’s how:
- Drives Excellence: To achieve something monumental, your company must perform at an exceptional level. For example, NASA’s Apollo mission forced breakthroughs across multiple disciplines to safely land a man on the moon and return him to Earth.
- Creates Urgency: Ironically, long-term goals foster a sense of immediate purpose. Knowing what’s at stake motivates teams to act decisively today.
- Aligns Teams: A compelling BHAG becomes a guiding star. It helps employees prioritize efforts, make strategic decisions, and ensures everyone is working toward the same purpose.
- Attracts Talent: A bold goal draws ambitious, like-minded individuals to your company. Your BHAG becomes a magnet for the talent you need to succeed.
How to Craft a Winning BHAG
Not all BHAGs are created equal. To ensure yours is effective, consider these elements:
- Achievable Yet Challenging: Aim for something that feels about 70% attainable.
- Clear and Compelling: Everyone should understand and be inspired by your goal.
- Strategy-Aligned: Your BHAG must fit within your broader vision and purpose.
- Measurable: Define success with specific, tangible outcomes.
- Expands Capabilities: Push your organization to innovate and grow beyond its current boundaries.
The Value of Thinking Big
A BHAG isn’t just a goal—it’s a transformational driver for your business. It propels you to think bigger, act faster, and operate at a higher level. Companies like SpaceX, with its vision of enabling human life on Mars, showcase the power of aligning every decision to a clear, audacious objective.
By adopting a BHAG, you’ll not only challenge the status quo but inspire greatness within your organization. Aim high, and let your BHAG be the driving force that leads your company to unparalleled success.
