Scroll to Discover
back to top
Your Business’s Big, Hairy, Audacious Goal (BHAG) in 5 Super, Simple, Steps

BHAG is a term coined by great business minds, James Collins and Jerry Porras.

Pronounced ‘Bee-hag’, it describes your deepest, darkest, and most delirious dream for your business.

The whole idea of the BHAG is that it’s big, scary, and seemingly impossible. But the reality is it’s a tangible, motivating goal that proves you’re making your vision a reality and is on course with your purpose.

Here are five steps to obtaining yours.


Words 'Dream Big' written on a black coloured wall.

The sky’s the limit. Credit: Randy Tarampi on Unsplash.

1. Journey, Not the Destination

Timeframes for BHAGs are between 5-30 years, so you have time!

For now, you might have only your ‘what’ or even the ever-buzzing ‘why’ and no idea about your ‘how’. But get started anyway and trust that it will come later.

Don’t get bogged down in the how, as the how is constantly evolving. Have faith in the process, don’t overthink the struggle, and remember to have fun along the way.


Shopfront displaying an 'Open' sign.

You’re open for a reason. Have fun with it. Credit: Mike Petrucci on Unsplash.

2. Create Alignment

Your BHAG is about who you are and what you want your business to say about you in the long run. It’s a correlation between your purpose, core message, and market capture.

This is then reflected in what you’re selling, how you’re selling it, and all the design, branding, and strategy that go along with it.

When your BHAG is aligned, you know how to tell your story at various levels of the sales process.


Man writing business strategy on a glass wall,

There has to be a purpose. Credit: Diggity Marketing on Unsplash.

3. Make your BHAG Measurable

Qualitative or quantitative. However you want to measure your wildest dream is fine – just as long as you can measure it!

Subway Co-founder, Fred DeLuca, set his very first BHAG as 32 Subway restaurants in 10 years. It was seemingly impossible at the time; now Subway is a global chain.


Someone holding a Subway restaurant loyalty card.

Subway is now a global giant. Credit: Erik McLean on Unsplash.

4. Park the Profit Talk

Let finance worry about the profits and instead make your BHAG an item that speaks to something larger than a price tag. Something that gets your team behind you, your mates behind you, or even your ‘competition’ behind you.

Think: brand strength, unique client experience, and influencing people with what it is you’re actually offering.

Your BHAG should make you feel nervous, excited, overwhelmed, inspired, wild, brilliant, and brave.


Computer screen showing analytics.

Put money talk to one side. Credit: Austin Distel on Unsplash.

5. Evaluate the Now

Your BHAG is not some abstract goal pulled from thin air; it fits within the culture of your business, your purpose, and your drive.

Look at what people are already saying about you, what separates you from your competition, and what you want to create.

Consider what’s already happening that can be improved and expanded on and turned into a long-term, life-changing goal for yourself.


Man picking up baked goods with tongs.

What separates you from the competition? Credit: Dan Burton on Unsplash.

In the BHAG

Your BHAG may be difficult to achieve, but, like anything, it’s as hard or simple as you want to make it.

If you ensure it’s about what you actually want, what gets you up in the morning, or what makes you excited about the long (and glorious) slog ahead, you will love every minute of the journey.


Neon sign with the words 'Do what you love'.

They’re wise words. Credit: Millo Lin on Unsplash.

Let Us Help

Looking for assistance to nail down your BHAG? Or are you more concerned with CRMs or CMS? Or perhaps SEO?

Acronyms or otherwise, we’re experts in the fields of sales, marketing, and branding – so reach out for assistance.

Drop us a line at to get started.

While you’re at it, follow the team at Hunt & Hawk on LinkedIn.