Why Every Business Needs a BHAG

Most companies set goals. They talk about hitting revenue targets, growing market share, or launching new products. Those are fine but they rarely ignite passion.

That’s where the idea of a BHAG; a Big, Hairy, Audacious Goal comes in.

The term was introduced by Jim Collins and Jerry Porras in their landmark book Built to Last (1994). Collins described a BHAG as a bold, long-term vision, something so clear and compelling that it inspires people to stretch far beyond business as usual.

A BHAG is not just a target on a spreadsheet. It’s a bold, long-term vision that makes your team sit up a little straighter. It’s the kind of goal that feels almost out of reach, maybe even a little scary but exciting enough that people want to chase it anyway.

Think of it as your company’s north star. It’s what keeps you moving forward when the day to day grind threatens to pull you back into the weeds.

Unlike short-term goals, a BHAG looks 10-25 years ahead. It’s crystal clear and easy to communicate. People know instantly what it means and what winning looks like. And it has that “goosebumps factor”, the ability to inspire.

A weak goal says: “We want to grow by 5% this year.” A BHAG says: “We’re going to redefine our industry within the next decade.”

See the difference? One sounds like business as usual. The other feels like a movement.

When a business commits to a BHAG, something shifts:

• People stop thinking only in quarters and start thinking in decades.

• Creativity flourishes, because incremental improvements won’t get you there.

• Alignment improves, because decisions get filtered through one simple question: Does this move us toward our BHAG?

• And culture transforms because suddenly, work feels like part of something much bigger.

Of course, not every wild dream qualifies as a BHAG. It can’t be random or vague. The best BHAGs are ambitious but believable, bold but connected to your values. They’re measurable, so you’ll know when you’ve crossed the finish line.

And here’s the key: they should make people just nervous enough to wonder “Can we really do this?” while secretly believing the answer is yes.

As Stoika Consulting, we’ve seen the difference a real BHAG can make. Companies stuck in routine suddenly gain energy and direction. Teams feel united. Leaders stop firefighting and start building for the future.

Because when you have a BHAG, your business doesn’t just survive the daily chaos it finds clarity.

If you’re ready to set a BHAG that excites your team and transforms your business, let’s talk. Together, we’ll design a bold vision that isn’t just inspiring on paper, but actionable in practice.