Perhaps you’ve heard the somewhat brusque, inelegant, no-nonsense business term “BHAG”(pronounced BEE-hag), coined by James Collins and Jerry Porras in their 1994 book entitled Built to Last: Successful Habits of Visionary Companies. The acronym, which stands for “Big Hairy Audacious Goal,” has since permeated Western business culture and challenged companies to consider “an audacious 10- to 30-year goal to progress towards an envisioned future,” as further defined by Collins and Porras. The authors go on to say, “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 organization can know when it has achieved the goal; people like to shoot for finish lines.”
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