4
BHAG
The big picture
Every organisation benefits from a commonly understood, organisation-wide long-term goal. By formulating a BHAG (or ‘big hairy audacious goal’), a statement can be given that helps an organisation to focus on a single common goal. The BHAG was first introduced by James Collins and Jerry Porras in their book Built to Last. To formulate a BHAG you need to answer three questions: what are you deeply passionate about; what can you be the best in the world at; and what drives your economic engine? Your answer to all three questions at once will be your BHAG: an inspiring direction for the organisation’s future (Figure 4.1 ...
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