BHAG(BHAG)
Strategy and planning
Strategy and planning
A BHAG (Big Hairy Audacious Goal) is one large, concrete long-term goal — often 10 to 25 years out — that guides all smaller choices.
The term comes from Collins and Porras' Built to Last. A good BHAG is clear enough to know when it is met, and ambitious enough to feel uncomfortable.
For marketing it is the frame your annual plan and OKRs hang on. Without it, every campaign becomes a separate decision.
In practice
A BHAG nobody on the team can repeat does not exist. Test it by asking three colleagues what the goal is.
Related terms
- OKROKR is a goal-setting method: one clear objective with two to four measurable key results that prove you achieved it.
- KPIA KPI is a number you steer on because it links directly to a goal, such as qualified enquiries per month or cost per customer.
- Marketing planA marketing plan sets out your audience, the result you want, the channels and the budget — and how you measure whether it works.
- Value propositionA value proposition is the promise in one or two sentences: who you're for, which problem you solve and why you're credible at it.