I am a modern brand builder.
Social media marketer
Project manager (Prince2)
I have a solid background in web usability.
Leads generation is my cup of tea.
I fancy art and physics.
I speak my mind. !
Eight years in my profession doesn’t make me an expert… yet
But I know my value
In the book “Built to Last”
authors James Collins and Jerry Porras
coin the term
big, hairy, audacious goal (BHAG)
which they describe as follows…
“A BHAG engages people – it
reaches out and grabs
them in the gut.
It is tangible, energizing,
People ‘get it’ right away;
it takes little or no explanation.”
“Organize the world’s information
and make it universally accessible
and useful. ”
“ Every book,
in any language,
in less than
60 seconds. “
“ Earth's most customer centric company. “
Become the “dominant player in commercial
aircraft and bring the world into the jet age. ”
In 1965, Boeing made one of the boldest moves in
business history: the decision to go forward with the
747 jumbo jet, a decision that nearly killed company.
At the decisive board of directors meeting, Boeing
Chairman William Allen responded to the comment
by a board member that " if the program isn't
panning out, we can always back out. ""Back out?"
"If the Boeing Company says we will build this
airplane, we will build it even if it takes the resources
of the entire company!"
At the time this statement was
It was a BHAG –
and what it does is provide a
unifying focal point of eﬀort,
tremendous team spirit.
Tom Watson Snr’s goal
was to transform his
tiny one-building company into
the “ International Business
Machines Corporation ” .
BHAG was to make
“ his rst dime
store the most
“ To democratize technology by providing
products everyone will want to use. ”
Set correctly, BHAGs work. But how do you do that? Taking clues from
Collins and Porras, a good BHAG has four qualities:
Aligned. Properly set goals can be transformational if they’re tied closely to
what is most important to the organization.
Audacious. BHAGs are a breed apart. You’re probably on to something if
the rst reaction to a BHAG is “impossible!” BHAGs can’t be achieved easily or
quickly. They demand diﬀerent thinking.
Articulate. A good BHAG is a clear target. And it’s real. It’s not in any way
a fanciful statement disconnected from the business. Kennedy’s 1961 mission to
“land on the moon by the end of the decade” needs no further detail.
Arduous. Easy goals don’t require innovation. A good BHAG does. It’s
achievable, but only through diﬀerent thinking, real struggle, and a dash of luck.
If it’s truly impossible—as opposed to perceived as impossible—people will
disengage from the process entirely