“Whose lives do I want to change, and how many?”

A big audacious goal (often called a BHAG: Big Hairy Audacious Goal) is a long-term, bold, and inspiring objective that challenges you to achieve something transformative—often over decades.

Key aspects of a BHAG:

• It’s clear, specific, and highly ambitious, aiming for breakthrough outcomes rather than incremental improvements.
• It’s meant to energize and unite people, often becoming a rallying cry that shapes strategy, inspires innovation, and endures far longer than typical annual goals.
• It’s typically so ambitious that it feels almost unattainable, yet with focus and commitment, potentially achievable.

Some BHAG examples:

• Put a man on the moon by EOY 1969
• Win the most gold medals in the next Olympics
• Be the most-read website in the US
• Record a number 1 single
• Cure leukemia
• Reduce humanity’s carbon emissions to net zero

A BHAG is about daring to think and dream big, inspiring those around you, and pursuing a goal that pushes you far beyond your current limits.