Introduced by Jim Collins and Jerry Porras in their book Built to Last, a BHAG is a long-term, bold, and visionary goal that challenges your organization to think bigger, act smarter, and push boundaries. It’s not your average milestone—it’s transformative, inspiring, and yes, a little daunting.
What Makes a BHAG Unique?
- Visionary: A BHAG is not about incremental improvement. It’s about redefining what’s possible.
- Clear and Specific: Everyone in your organization should understand and rally behind it.
- Time-bound: While it may take a decade or more, it has a clear deadline to drive focus and accountability.
- Aligned with Purpose: Your BHAG should resonate with your mission and values, serving as a natural extension of your company’s core identity.
Examples of BHAGs That Changed the World
- Microsoft (1980s): “A computer on every desk and in every home.”
- VISA: “Everywhere You Want to Be.”
- Google: “Organize the world’s information and make it universally accessible and useful.”
These goals were bold, intimidating, and required extraordinary dedication—but they shaped industries and changed the way we live.
Why Your Business Needs a BHAG
- Focus and Alignment: A BHAG provides a North Star, helping teams prioritize and make decisions with clarity.
- Motivation and Purpose: It inspires your workforce to strive for something bigger than themselves.
- Resilience in Challenges: By keeping your eyes on the long-term goal, short-term setbacks feel less overwhelming.
- External Magnetism: Customers, investors, and partners are drawn to bold, clear visions.
How to Create Your BHAG
- Reflect on your company’s core values and mission. What aligns with your purpose?
- Think long-term – 10 to 30 years. What do you want to achieve in that time frame?
- Be bold! If your BHAG doesn’t make you a little nervous, it’s not audacious enough.
- Keep it simple and clear so it’s easy to communicate and remember.
The bottom line
Your BHAG isn’t just a goal—it’s a declaration of intent, a call to action, and a reason for your entire team to believe in the extraordinary!
