Posted by For any kind of success in life, you need to have a clear goal in mind. Without one, you might be working hard, but what are you working towards?
Imagine a game of Monopoly. Playing without any kind of plan means you’re aimlessly picking up properties as you go along, but largely leaving it to fate (or rather, the roll of the dice).
Now, imagine you start the game with the intention to buy and build on Mayfair and Park Lane, and you know how you’re going to do it. Sounds ballsy, right?
That’s where Big Hairy Audacious Goals come in.
What is a BHAG?
Thought leader Jim Collins introduced the concept of a “Big Hairy Audacious Goal” or BHAG (pronounced bee-hag) in his book “Built to Last.” A BHAG isn’t just a target or objective; it’s something that forces you out of your comfort zone and challenges everything you thought possible. It’s like declaring that you’ll own every station and utility on the Monopoly board within ten turns—ambitious, perhaps a stupid idea to some, but an absolute game changer if you manage it.
A proper BHAG should make your palms sweat a little. The kind of goal that makes people raise their eyebrows and ask if you’re really serious. Think of the historical BHAGs: Kennedy’s declaration to put a man on the moon within a decade, or Microsoft’s vision of putting a computer on every desk. These goals aren’t just challenging; they’re nearly inconceivable until they’re accomplished.
What a BHAG isn’t
It’s important to understand that a BHAG isn’t just a bigger version of your regular goals, like saying you’ll do 20 push-ups instead of 10, or that you’ll save 20% of your income instead of 10%. Those are nice enough plans, but they’re incremental and don’t really push your boundaries.
A BHAG also isn’t a wish or a hope. Saying you’re going to be rich one day, or that you’re going to own a nice house, isn’t a BHAG. A BHAG has specificity, a timeline, and a clear vision of what “done” looks like. It doesn’t have to be quantifiable in the traditional sense, but it must be clear enough that you’ll know when you’ve achieved it.
Most importantly, a BHAG isn’t something you’re guaranteed to achieve. In Monopoly terms, landing on Mayfair on your first go round is luck; methodically acquiring a set of houses and developing them into hotels is strategy. A BHAG needs the latter—a bold vision backed by deliberate action, not just wishful thinking or fortunate circumstances.
How to set your BHAG
Setting a true BHAG begins with introspection. What would fundamentally change your life or business if you achieved it? What’s the Park Lane of your personal Monopoly board? Once you have that vision, you need to articulate it clearly. “I want to be the top salesperson in my company” isn’t quite there. “I want to double the previous sales record within 18 months” has the specificity and audacity that makes a proper BHAG.
The next step is to work backwards. In Monopoly, if you want those high-rent properties, you need to accumulate enough money first. What steps will get you from where you are to where you want to be? Break down your BHAG into phases or milestones that serve as checkpoints along your journey.
Don’t ignore the importance of accountability. Tell someone about your BHAG—preferably someone who won’t let you off the hook when things get tough. Better yet, find a mentor who has achieved something similar and can help you course correct if you need it!
Why people fail
The moment of truth comes when you’re halfway to your BHAG and the initial excitement has worn off. The road ahead seems longer than the road behind, and doubt creeps in. It’s like landing on Go To Jail just when you’ve bought a set and saved enough money to start building—a demoralising setback.
People fail at achieving their BHAGs for predictable reasons. First is a tendency to underestimate the commitment required. A BHAG by definition pushes you beyond your current capabilities, so expect to feel stretched and uncomfortable. Many people give up when they hit the first major obstacle, ignoring the fact that obstacles are part of the journey, not deviations.
Another common reason for failure is isolation. Trying to achieve something monumental without support is like playing Monopoly against yourself—it lacks the energy and accountability that comes from competition and collaboration.
Perhaps the most damaging reason for failure is the complacency that comes from partial success. You might set out to own the entire board but instead you decide you’re satisfied with a couple of houses on Bond Street.
Recognising these pitfalls doesn’t mean you should abandon your BHAG altogether. Instead, it’s about approaching them with greater awareness and a more effective strategy. So, what’s the alternative when the traditional BHAG approach isn’t working for you?
What to do instead
If you find yourself consistently falling short of your BHAGs, perhaps it’s time to change your approach. Instead of setting one massive goal, consider creating a series of escalating challenges. Develop a system that makes progress inevitable. Daily habits and routines that align with your BHAG will carry you forward even when you’re struggling to stay motivated.
Learn to celebrate progress without becoming complacent. Each milestone deserves acknowledgment, but it’s not the final destination.
Most critically, work on developing your resilience. A BHAG will test you in ways you can’t anticipate. The person who succeeds isn’t necessarily the one with the best initial plan but the one who adapts most effectively when that plan inevitably goes a bit sideways. Be prepared to pivot, to learn from failures, and to persist when others would give up.
What happens when you achieve your BHAG?
So, you’ve landed on and purchased both Mayfair and Park Lane, built hotels on them, and now you’re raking in your opponents’ money. What’s next?
First, take some time to genuinely acknowledge and appreciate the achievement. Some people are so focused on the next challenge that they don’t fully appreciate their victories. Reflect on the journey, the obstacles you faced, and the growth you experienced.
Next, share your story! Not as a brag, but as inspiration for others on similar paths. Tell people not just what you achieved but how you achieved it—the strategies that worked, the pitfalls you encountered, and the insights you gained along the way.
Finally, set a new BHAG. Life is a series of games, not one round . The skills and confidence you’ve gained make you ready for even more audacious goals… so why stop at just one?
The path to greatness is paved with BHAGs. Some will say you’re aiming too high: prove them wrong by learning how to lift yourself up, not by choosing to do something smaller. After all, no one remembers the Monopoly player who just settled for buying Old Kent Road and stopping there—they remember the one who set their sights (and achieved) Mayfair and Park Lane!