Big Hairy Audacious Goal

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"BHAG" redirects here. For the city in Pakistan, see Bhag.

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 " 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]

  • Haiti: Create 100,000 new jobs in the BPO Sector in Haiti.
  • SpaceX: Enable human exploration and settlement of Mars.[3]
  • AIESEC: Engage and develop every young person in the world.[4]
  • Blackpool FC: Reach English Premier League.[5]
  • Facebook: To make the world more open and connected.[6]
  • Ford: Democratize the automobile.[7]
  • Google: Organize the world's information and make it universally accessible and useful.[8]
  • Hong Kong Broadband Network: Be the largest IP provider in Hong Kong by 2016.[9]
  • JFK's Moon Challenge: 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.[10]
  • Microsoft: Empower every person and every organization on the planet to achieve more.[11]
  • SolarAid: To eradicate the kerosene lamp from Africa by 2020[12]
  • To be Earth's most customer-centric company.[13]
  • Gift of Life Marrow Registry: To cure blood cancer through marrow donation by ensuring a match for every patient in need, whenever they need one.[14]
  • RateGain: Travel Division - Would enable customer with all data needs to sell more.[15]

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. ^ "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. 
  4. ^ "AIESEC Global Annual Report 2013-2014, Lessons in Leadership". AIESEC. Stichting AIESEC International. Archived from the original on 29 July 2015. 
  5. ^ English Premier League, 05-22-2010, English Premier League, accessed on 12-15-2011.
  6. ^ Josh, Constine (2012-05-18). "Zuckerberg Receives Hoodie, Says "Our Mission Isn't To Be A Public Company" In Pre-IPO Remarks". TechCrunch. AOL Inc. 
  7. ^ Forbes’ Greatest Business Stories of All Time. Forbes Inc. 1996. 
  8. ^ Company Overview,
  9. ^ FTTH Deployment in Hong Kong: Successful Story of a Forerunner
  10. ^ Address Before a Joint Session of Congress, 25 May 1961
  11. ^ About Microsoft,
  12. ^ "Big, Hairy and Audacious. Not our CEO...our BHAG!". SolarAid. 29 June 2012. Archived from the original on 13 August 2016. 
  13. ^ About Amazon,
  14. ^ Gift of Life Marrow Registry
  15. ^ RateGain helps hospitality and travel companies make more revenue every day

External links[edit]