Big Hairy Audacious Goals

BIG HAIRY AUDACIOUS ✪ gs ✪

Who’s talking? Y H 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, highly focused. People ‘get it’ right away; it takes little or no explanation.”

No explanation needed

“Organize the world’s information and make it universally accessible and useful. ”

“ Every book, ever printed, in any language, all available 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?" stiﬀened Allen. "If the Boeing Company says we will build this airplane, we will build it even if it takes the resources of the entire company!"

“ To reach the English Premier League. ”

“ Build Disneyland - and build it to our image, not industry standards. To be the best company in the world for all ﬁelds of family entertainment.”

“Democratize the automobile. ”

“ Eliminate any negative impact our company may have on the environment by 2020. ”

“ Invent a way to sell 100,000 TVs at $179.95; Attain six-sigma quality; Win the Baldridge Award; Launch Iridiums. ”

“ Connecting 5 billion people by 2015. ”

“ Change the worldwide image of Japanese products as poor quality; create a pocketable transistor radio. ”

“ To become the most widely used operating system in the world. ”

To become "the pulse of the planet”.

“Crush Adidas”

A BHAG is a powerful mechanism to stimulate progress. Most businesses have goals, but there is a diﬀerence between merelyhaving a goal and becoming committed to a huge, daunting challenge.

In the 1960s, President Kennedy didn't just have a goal to ”do a bit more in space” .

Despite there being a less than 50-50 belief in putting “a man on the moon” in 1961, he still declared…

” s      g  g,    s ,  g       g s  ".

At the time this statement was outrageous. It was a BHAG – and what it does is provide a unifying focal point of eﬀort, often creating tremendous team spirit.

Tom Watson Snr’s goal was to transform his tiny one-building company into the “ International Business Machines Corporation ” .

Sam Walton's BHAG was to make “ his rst dime store the most successful in Arkansas within ve years” .

“ 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

”        s   .”

“A        .”

Suddenly, the BHAG looked possible. Doesn’t it?

AIM HIGH J F.K    – and he got it.

“ F    g gs,   gs s,  g  b ,        s      ﬀ ,      g g  s  ,  . “ Theodore Roosevelt, 1899

Thank you  ysobel.hamidjojo@gmail.com

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Big Hairy Audacious Goals

by Ysobel Hamidjojo on Aug 12, 2010

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