Thinking Bigger: Why Every Brand Needs a BHAG

​​In a world of dashboards, deadlines and data points, it's easy for marketing strategy to get bogged down in the detail. Targets are set. KPIs are tracked. Margins are trimmed. Yet without an ambitious, guiding north star, even the best-run campaigns risk becoming directionless.

This is where BHAGs come in. First introduced by Jim Collins and Jerry Porras in their book Built to Last: Successful Habits of Visionary Companies, a BHAG (Big Hairy Audacious Goal) is a long-term, emotionally compelling objective designed to drive progress and unify teams.

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What Makes a BHAG Different?

​Unlike incremental targets or quarterly objectives, a BHAG is designed to feel just out of reach. It should provoke a sense of excitement, a flicker of discomfort, and an unmistakable call to action. It's not about what's easy. It's about what could be transformative.
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Think of it as the difference between “increase email open rates by 5%” and “become the most recognised thought leader in sustainable finance across Europe by 2030.” One feels routine. The other reshapes the playing field.

Characteristics of a Strong BHAG

According to Collins and Porras, the most effective BHAGs are:

• Clear and compelling – easy to grasp, difficult to ignore
• Aligned with core purpose – reinforcing the organisation’s values and long-term vision
• Bold but credible – challenging yet not fanciful
• Long-term in scope – typically 10 to 30 years

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Further reading: https://www.jimcollins.com/concepts/bhag.html

Real-World Examples

• Microsoft (early years): “A computer on every desk and in every home.”
• Nike: “Crush Adidas.”
• Tesla: “Accelerate the world’s transition to sustainable energy.”
• Amazon (1990s): “To be Earth’s most customer-centric company.”

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Each of these BHAGs is clear, bold and tightly tethered to the company's purpose and identity.

Crafting Your Own BHAG

For consultants, agencies or SMEs, a BHAG can serve as both a rallying cry and a decision-making lens. Here’s a starting point:

1. Revisit your purpose. What change are you trying to make in the world?
2. Look beyond the numbers. What vision would motivate your team and inspire your audience?
3. Test it. Say it aloud. Does it feel slightly uncomfortable? That’s a good sign.

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Need support? The Good Boss Blog has a great article on BHAGs whilst John Doerr's book Measure What Matters covers OKRs and aligning big goals with measurable progress.

Why It Matters in Marketing

A well-crafted BHAG does more than provide direction for campaign messaging. It creates alignment across marketing, sales and service functions, a core principle of effective Revenue Operations. When everyone is working towards a shared, bold ambition, siloed thinking starts to dissolve.

In my consulting work, I’ve seen how a BHAG can anchor a RevOps strategy. One fintech client transitioned from fragmented departmental goals to a unified BHAG: “Redefine trust in digital wealth management across the UK.” This overarching goal informed our content hierarchy, sales enablement strategy and CRM workflows. It clarified priorities and drove cohesion across functions.

RevOps thrives on alignment, accountability and clarity, all qualities embedded in a BHAG. It helps ensure that every touchpoint, from first click to post-sale interaction, contributes to a measurable, purposeful journey.
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For a deeper dive into how RevOps supports scalable growth, see my blog: Revenue Operations: The Engine Room of Scalable Growth

Final Thoughts

​A BHAG is not simply a marketing device. It is a strategic compass. It galvanises teams, sharpens decision-making and reinforces purpose at every level. When paired with a strong RevOps foundation, it becomes even more powerful, offering the vision, structure and cross-functional momentum needed for sustainable growth.

This combination moves organisations beyond chasing metrics towards delivering meaningful outcomes. In a fast-changing landscape, a clear BHAG, underpinned by RevOps principles, ensures your ambition is not just bold but operationally achievable.

​#BHAGs #RevOps #GrowthStrategy