BHAG (Goal)
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The phrase BHAG - Big Hairy Audacious Goal was proposed by James Collins and Jerry Porras in their 1996 article entitled Building Your Company's Vision. A BHAG (Bee-HAG) is a form of vision statement "...an audacious 10-to-30-year goal to progress towards an envisioned future."
"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 organisation can know when it has achieved the goal; people like to shoot for finish lines." (Collins and Porras, 1996).
Collins and Porras also used this concept in their book Built to Last: Successful Habits of Visionary Companies.
In this book they have taken 18 visionary companies and studied them, and also studied 18 comparison companies.
Contents |
[edit] BHAG(s) to Stimulate Progress:
[edit] Boeing
Bet the pot on the B-17, 707 and 747.
[edit] IBM
Commit to a $5 billion gamble on the 360; meet the emerging need of our customers.
[edit] Ford
"Democratize the automobile."
[edit] Motorola
Invent a way to sell 100,000 TVs at $179.95; Attain six-sigma quality; win the Baldridge Award; launch Iridium.
[edit] Philip Morris
Slay Goliath and become the front-runner in the tobacco industry, despite the social forces against smoking.
[edit] Sony
Change the worldwide image of Japanese products as poor quality; create a pocketable transistor radio.
[edit] Disney
Build Disneyland - and build it to our image, not industry standards.
[edit] Merck
Become the preeminent drug maker worldwide, via massive R&D and new products that cure disease.
[edit] Reference
Collins, J. & Porras, J. (1996) Building Your Company's Vision, Harvard Business Review, Vol. 74, Iss. 5, pp65-77.
Collins, J. & Porras, J. (1994, 1997, 2002) Build To Last, pp113.
