Graham Allcott explains the concept of the Big Hairy Audacious Goal, and why it's important to your business strategy.
In 1961, John F Kennedy made a speech in which he said "this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth”. It felt astonishing, brave and visionary. Yet within a decade, it had happened. From Russia having the first man into space just a few years earlier, the Americans rallied their resources behind this grand vision and made it happen. It was an example of a ‘BHAG’ - a Big Hairy Audacious Goal, an idea conceptualised in the book, 'Built to Last: Successful Habits of Visionary Companies' by James Collins and Jerry Porras. According to the authors, a BHAG is a long-term goal that changes the very nature of a business’s existence.
Amazon’s BHAG is 'every book, ever printed, in any language, all available in less than 60 seconds' and the charity Habitat for Humanity’s is 'A world where everyone has a decent place to live'. In the 60s, Nike’s BHAG was simply 'Crush Adidas'. Henry Ford’s BHAG was to democratise the automobile while Microsoft’s is simple: 'A computer on every desk and in every home.'
What makes a BHAG different from a simple vision statement or corporate plan? Well, a BHAG is emotionally engaging, with a chance of success but also an element of jeopardy. A BHAG compels the people in your organisation or team to rally behind it - with the sense that together we could achieve this, but only if we really focus on it. It becomes the driving force behind your corporate plans; whilst no one remembers most of what’s in a corporate plan, it’s almost impossible to forget a BHAG. Collins and Porras explain it like this: "A true BHAG is clear and compelling, serves as unifying focal point of effort, and acts as a clear catalyst for team spirit. It has a clear finish line, so the organisation can know when it has achieved the goal; people like to shoot for finish lines."
"...whilst no one remembers most of what’s in a corporate plan, it’s almost impossible to forget a BHAG."
BHAGs are meant to shift how we do business, the way we are perceived in the industry and possibly even the industry itself. Collins and Porras describe BHAGs as nearly impossible to achieve without consistently working outside of a comfort zone and displaying corporate commitment, confidence and even a bit of arrogance. They are bigger, bolder and more powerful than regular long- and short-term goals. They typically take a 10- to 30-year commitment, but they are exciting, tangible and something everyone easily understands without any further explanation.
If you’re starting or running a business or leading a team or organisation, then it’s vital that you have something audacious and tenacious to drive you forward. But I’d argue that everyone can use the notion of BHAGs to help us think about what should motivate us. It could be what you want to achieve for your organisation, it could be a personal financial goal or perhaps your vision of the lifestyle or house you want to live in a few years from now. Whatever it is, it must be the thing that will keep you focused through the hard times and something that you genuinely believe is possible if you put your mind to it.
What’s your Big Hairy Audacious Goal? Take a few moments to remind yourself, or to think up a new one. Let go of constraints and be imaginative - it may seem overly ambitious and unattainable but it is a big goal, something that will change your business and/or your life. It needs to be action-oriented, innovative and exciting. And make sure you write it down and put it somewhere you’ll be reminded of regularly. Just like you do with any goal, you will need to commit to your BHAG and find a way to start working on it immediately. It might help to break it down into smaller, measurable chunks, or mini-goals. And make sure you check-in on your progress and regularly dedicate time to your BHAG.
Graham Allcott is the author of "How to be a Productivity Ninja". His company, Think Productive, runs contemporary time management courses around the UK and they have recently launched Think Productive Canada too.
