Big Hairy Audacious Goals: How to Set the Moonshot That Transforms Your Company

The Art and Science of Dreaming Big—And Making It Happen

What do landing on the moon, creating the first personal computer, or eradicating a deadly disease have in common? They all started as Big Hairy Audacious Goals—BHAGs—set by organizations willing to dream beyond the limits of what seemed possible. In Built to Last, Jim Collins and Jerry Porras show that visionary companies don’t just set goals—they set moonshots that rally entire organizations, inspire innovation, and deliver results that change the world.

So, what makes a true BHAG? It’s bold, clear, and compelling. It’s not just a stretch target or an ambitious number—it’s a goal that captures the imagination and demands the best from everyone involved. BHAGs unite teams, spark creativity, and turn ordinary people into extraordinary achievers. They also carry risk, and not every BHAG is achieved on the first try. But the very act of aiming high pushes organizations to new heights.

Some of the most successful companies in history set out to 'become the best in the world,' 'dominate a new market,' or 'solve a global challenge.' These goals galvanized their teams, attracted top talent, and focused resources on what mattered most. Along the way, they encountered setbacks, failures, and moments of doubt—but they never lost sight of their BHAG.

If you want to set a BHAG for your organization, start by asking: What would truly inspire our team? What challenge would make us stretch beyond our comfort zone? What legacy do we want to leave? Then, commit to the journey—knowing that the pursuit of a great goal can be as transformative as achieving it.

References: Built to Last by Jim Collins & Jerry Porras; Summary.com; Runn.io blog.