BHAG – what a strange acronym? BHAGs (pronounced bee-hags) stand for Big Hairy Audacious Goals. Collins and Porras in Built to Last call super stretch performance goals BHAGs. Examples of BHAGs include IBM’s decision to build the 360 computer and Boeing’s decision to build the first jumbo jet, the 747. Both were outstandingly successful and set both firms apart in their respective industries.
BHAGs identify Brand U’s. What characterizes a BHAG? It’s a stretch goal, an opportunity, bigger than life that inspires us to actualize the end vision. A BHAG should be doable and definitely stretch the current paradigm of doability.[i] Brand U’s are often today’s BHAG busters. They destroy the current paradigms, burst today’s envelop, and stretch way beyond the norm.
[i] Collins, James and Porras, Jerry, Built to Last, NY: Random House, 1994.