Big Hairy Audacious Goal

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A Big Hairy Audacious Goal (BHAG) is a strategic business statement similar to a vision statement which is created to focus an organization on a single medium-long term organization-wide goal which is audacious, likely to be externally questionable, but not internally regarded as impossible.

The term "Big Hairy Audacious Goal" was proposed by James Collins and Jerry Porras in their 1994 book entitled Built to Last: Successful Habits of Visionary Companies.[1] A BHAG encourages companies to define visionary goals that are more strategic and emotionally compelling. Many businesses set goals that describe what they hope to accomplish over the coming days, months or years. These goals help align employees of the business to work together more effectively. Often these goals are very tactical, such as "achieve 10% revenue growth in the next 3 months". In contrast, Collins and Porras define a BHAG (pronounced BEE-hag) as "an audacious 10-to-30-year goal to progress towards an envisioned future".[2] The authors claim that a company may have more than one BHAG; there may be one over-reaching BHAG and other shorter term BHAGs.

"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 organization can know when it has achieved the goal; people like to shoot for finish lines."

Notable examples[edit]

See also[edit]


  1. ^ Collins, Jim & Porras, Jerry I. (1994). Built To Last: Successful Habits of Visionary Companies. HarperBusiness. p. 113. ISBN 0-060-56610-8. 
  2. ^ Collins, Jim & Porras, Jerry I. (September 1996). "Building Your Company's Vision". Harvard Business Review. 74 (5): 65–77. (Subscription required (help)). 
  3. ^ Address Before a Joint Session of Congress, 25 May 1961
  4. ^ Bright, Peter (June 25, 2015). "Microsoft has a new mission statement, and it's basically the same as its old one". Ars Technica. Retrieved June 17, 2017. Both are a far cry from the Bill Gates era. 'A computer on every desk and in every home' was clearer in intent and actually measurable; it was a mission statement that allowed Microsoft to more or less say 'Mission accomplished.' 
  5. ^ "EVERYTHING 2020". AIESEC HUB. Retrieved 2017-11-24. 
  6. ^ "Elon Musk: I'll Put a Man on Mars in 10 Years". Market Watch. New York: The Wall Street Journal. 2011-04-22. Archived from the original on 2011-12-01. Retrieved 2011-12-01. 
  7. ^ English Premier League, 05-22-2010, English Premier League, accessed on 12-15-2011.
  8. ^ Company Overview,
  9. ^ FTTH Deployment in Hong Kong: Successful Story of a Forerunner
  10. ^ "Big, Hairy and Audacious. Not our CEO...our BHAG!". SolarAid. 29 June 2012. Archived from the original on 13 August 2016. 
  11. ^ Gift of Life Marrow Registry
  12. ^ Volvo website
  13. ^ Alliance to Feed the Earth in Disasters website

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