The following post was inspired by Jim Collins, author of best selling books Built to Last & From Good to Great
A big hairy audacious goal (BHAG) is something everybody and every organization should have because it creates a goal to aspire to. It creates meaning for yourself and your colleagues. It gives you a sense of purpose! Without a big hairy audacious goal, how does one motivate him or herself to do remarkable things in life?
When I was thirteen years old, my first BHAG was to setup a cool company. My last company thrived on the fact that it was run by 13/14/15 year olds. Once we had something going, we reset our BHAG to owning a rack full of servers. After that, we reset a BHAG to getting an entire cage at multiple datacenters, and that's about when we died. It was good that there was a mental gap between our confidence, wisdom, and capability for taking risk. In other words, young kids are ignorant. Setting a BHAG is fun and motivating, regardless of how stupid or farfetched the goal may be. In fact, that's the point! If we had gone through the conventional planning of business, we wouldn't have started a company until graduating from college. I probably wouldn't have gotten into early college. I probably wouldn't have decided to start a blog that's based on my few experiences. I probably wouldn't have had the pleasure of meeting all of you!
Big hairy audacious goals don't have to be limited to business. Apply this to your personal life. Do the non conventional because it'll foster your motivation and success. The idea of going to college early sounded outlandish to my parents and my friends, but that was precisely the point. If they had supported me on making the change, it wouldn’t be a big hairy audacious goal, now would it?
Of course, if the goal is achieved, there no longer is a BHAG. Once achieved, it's time to set a new goal -- perhaps this is the reason why entrepreneurs are "never satisfied," regardless of the success they previously achieved. So let's say I run a company called Powerset and my goal is to oust Google from the search market. Once I've succeeded in doing this, it's time to set a new goal -- perhaps, to oust the leader in online advetising -- and after that, to oust the leader in online entertainment… etc.
Of course, sometimes it's reckless to go for your big hairy audacious goal. A lot of the time, the critics are right in that the product you want to create will go nowhere, depending on the capabilities of your team. If I ever faced such an issue, I would turn to my "board of life." (
click here if you don't know what the super important board of life is) I'd see what they thought about my BHAG, and I would ask what's needed in order to execute on my outlandish vision.
Once you've established what your BHAG is,
YOU NEED TO COMMIT TO IT. Set milestones. Make sure your team meets those milestones. I set a BHAG to own my own datacenter within 3 years of starting the company. I invested 80% of the company's profits towards buying assets and renting DC space. Of course, we failed at achieving the BHAG, but at least we died trying. As I'll mention in another post, there are a few things a company can do: 1) grow, 2) fail, and 3) go nowhere. Going nowhere is by far the worst. Not growing is not an option for me. The opportunity cost in going nowhere exceeds any cost of failing. So we chose to sell out prematurely, thus failing. It was unfortunately the right choice to make based on the circumstances.
Committing to a BHAG is obviously 1000X harder than setting the BHAG. You're putting your money on the line. You're putting your business on the line. You're putting your personal well being on the line, and it's a tough commitment to make. Unfortunately, I don't know how to teach someone to feel content when committing to a BHAG. It just has to be done, and if it doesn't get done, you're going to find yourself paying a much heavier opportunity cost. True entrepreneurs are willing to make these commitments. If you’re not willing to make such a commitment, I suggest you join one of those
multi-level-marketing schemes.
It's important that BHAGS take on a life of their own. They must be goals in themselves that your team members will always seek to achieve. The main question is, will the BHAG outlast the leader? This poses a problem for super charismatic leaders, or overly-demanding disciplinarians. At that point, the goal is to satisfy the leader -- not to reach the goal. Perhaps this is precisely why over-protective parents are ineffective in parenting. Children do what the parent says, but they don't understand the underlying goals and purposes for achieving those goals. Once the leader (or in this case the parent) is gone, there's no longer a sense of purpose.
If you don't currently have a BHAG in your life, set one now. Matter of fact, I won't let you leave this blog post until you've established at least a basic idea for what your BHAG for life may be. Think it through and remind yourself everyday how you might be a step closer towards achieving your goal.
Jessica Mah is a 17 year old entrepreneur, blogger, and sophomore at early collegeBard College at Simon's Rock.
She loves chatting with fellow students, readers, and entrepreneurs, so don't hesitate to email her or message her on AIM! Feel free to subscribe to her blog or stalk her twitter.