The concept of a powerful and deeply rooted purpose is one of the most powerful things. It has caused people and organizations to accomplish great feats beyond what could have been imagined previously. Just about every person you admire is a result of deeply rooted purpose because real success isn’t accidental. People with purpose have the potential to change the world (provided they have a few other things too) because they are actively steering their own destiny. They happen to life, life doesn’t happen to them.

I love the concept of the Big Hairy Audacious Goal (BHAG), which was proposed by James Collins and Jerry Porras in their book “Built to last: Successful Habits of Visionary Companies.” A BHAG is used to define goals that are strategic and compelling on an emotional level. Here are a couple of my favorites:


Google: Organize the world’s information and make it universally accessible and useful.

AIESEC: Engage and develop every young person in the world.

Amazon: Every book, ever printed, in any language, all available in less than 60 seconds. Also: Earth’s most customer centric company.

Disney: Build Disneyland – and build it to our image, not industry standards. To be the best company in the world for all fields of family entertainment.

Microsoft: “A computer on every desk and in every home.”

Sony: Change the worldwide image of Japanese products as poor quality; create a pocketable transistor radio.

Twitter: To become “the pulse of the planet.”


Anything is possible once you define and describe it.

(Visited 22 times, 1 visits today)
Categories: Strategic Planning