A what? Yes, you read correctly: a Big Hairy Audacious Goal (BHAG). A term coined by James Collins and Jerry Porras. They wrote about it in their book Built to Last: Successful Habits of Visionary Companies. But what does it mean, and how do I make such a big, hairy goal? I'll explain it to you!
What is a BHAG?
You pronounce it BEE-hag and very simply explained, it's a big, bold goal for 25 to 30 years from now. Most companies focus on short-term goals that can be achieved within a year. However, we ourselves recommend setting your BHAG for 10 to 20 years from now, which we believe is long enough. We do the same ourselves. Treams' BHAG is a big, measurable dream. And let's face it, who doesn't have dreams? A dream that you want to achieve with your business. A dream that inspires you and that you and your employees all support. A goal that makes everyone happy, but secretly a little anxious. It has to be that big. So big that everyone thinks, "How are we ever going to achieve this? That's a BHAG.
Why do I need to have a BHAG?
No company has ever grown big without a vision. By setting a Big Hairy Audacious Goal, you must look at your business differently. You have to think into the future. And there is no strong brand in the world that does not have an ambitious vision for the future. A BHAG challenges your employees. It inspires and connects your employees. It's no longer good enough to "just do what you always do. Everyone has to give that little bit extra, and that energizes them. A BHAG forces you to think differently, come up with creative ideas and set up processes differently.
What must a BHAG meet?
A BHAG should...
- ...are big, dangerous and audacious (Big, Hairy, Audacious).
- ...be clear. It should be clear to everyone what this goal means.
- ...not be too easy. Yet everyone must be convinced that it is achievable somewhere far away (the success rate must be between 50 and 70 percent, really bold!).
- ...speak for themselves.
- ...give enormous energy.
- ...be concrete. Everyone should know when the goal is reached (for example, when you have x number of customers).
- ...be focused on one thing. So not, "By 2030, we will have x customers, x employees and be the market leader in x.
- ...are focused on the future
E-book: Setting Goals
How can you set goals in the best way? What kinds of goals are there? And what does goal setting yield? In this e-book, we give you tips&tricks and tools.
Example objectives
Now to give some shape to those Big Hairy Audacious Goals, here we have some super inspiring examples of big, hairy goals:
- For example, Dopper wants to make all the world PET bottle free.
- Tony Chocolonely goes for 100% slave-free chocolate.
- Volvo wants no more road fatalities with Volvo cars by 2020
- Microsoft wants a Microsoft computer on every desk in every home.
- Our client Brain Research Center wants to eliminate Alzheimer's from the world.
"A true BHAG is clear and compelling, serves as a unifying focal point of effort, and acts as a clear catalyst for team spirit. It has a clear finish line, so the organization can know when it has achieved the goal; people like to shoot for finish lines." - Collins and Porras
Got a feel for the whole BHAG thing? Good, then it's time to set your own BHAG. We'll give you a roadmap to your goal:
1. Dream
Close your eyes. What is your organizational dream? What would you most like to accomplish with your organization?
2. Write it down
What is your BHAG? Is it 50-70% achievable? Does it make you uncomfortable? Yes. Good! Move on to step 3. If your BHAG is too easy or too difficult to achieve, adjust it again.
Tip: Discuss your BHAG with someone else. Challenge each other to double the goal. If that is really not feasible, go for something less than double, but challenge each other to think really big.
3. BIG, HAIRY AND AUDACIOUS?
Check, double check: Does your objective meet the 3 points that a BHAG must meet?
4. Concrete
Is it clear when your BHAG is achieved? Is there a deadline and numbers associated with it? For example, "By January 2025, X number of users will be using Treams.
5. Visualize
Because pictures are fun! For example, what would your BHAG look like if it were an animal?
6. What if...
What if you actually achieve your BHAG? Is there then a reward attached to it? And what is this reward? And perhaps just as important: What if you don't achieve your BHAG? What are the consequences? And how do you deal with that?
7. Let's hear it!
Let your BHAG be heard by the outside world. That can be enormously inspiring. For yourself, but also for your employees. Did you know that people who write down their goals are 33% more successful in achieving their goal than those who don't write it down? In a tool like Treams , you can write down your goal and update your progress at any time.
Of course, a BHAG does not necessarily have to be an organizational goal. It can also be a personal goal or a goal that you want to achieve in your work area within a certain time (for example, promotion or the like). Good luck!