BHAG 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 are on course with your purpose. Here are 5 steps to getting yours:

1. Journey not the Destination

Timeframes for BHAGs are between 5 to 30 years, so in the meantime: you’ve got time! You might only have 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 anyway – have faith in the process, don’t overthink the struggle and remember to have fun along the way.

2. Alignment

Your BHAG is about who you are and what you want your business to say about you in the long run. Correlation between your purpose, core message, and market capture. This is then reflected in your what you’re selling, how you’re selling it and all the design, branding and strategy that goes along with it. When your BHAG is aligned you know how to tell your story at various levels of the sales process.

3. Measurable

Qualitative or quantitative, however you want to measure your wildest dream – just as long as you can measure it! Fred DeLuca, co-founder of Subway, set his very first BHAG as 32 Subway restaurants in 10 years, seemingly impossible at the time for the now worldwide restaurant chain.

4. Don’t make it: “I want to make $$$ much money by …”

Let finance worry about the profits and instead make your BHAG something 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; influencing x people with what it is you’re actually offering. Your BHAG makes you feel nervous, excited, overwhelmed, inspired, wild, brilliant, and brave.

5. Look at what you’re already Doing or Good At!

Your BHAG is not some abstract goal pulled from thin air; it fits with 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. What’s already happening that can be improved, expanded and made a long-term, life-changing goal for yourself.

At the end of the day your BHAG may be $#^%*** hard to achieve – but, like anything, it’s as HARD or SIMPLE as you want to make it on yourself – if you ensure it’s about want you ACTUALLY want, what gets you up in the morning, what makes you excited about the long (and glorious) slog ahead – you will love every minute of the journey.

Reach out this week to find out how HUNT & HAWK can make your sales, marketing and team BHAGs a reality.