How to Achieve Big Hairy Audacious Goals
The power of the BHAG is that it gets you out of thinking too small. Achieving a BHAG can only happen if you build the systems and supports to get you there.
Jim Collins says that in 1994 when he and his co-author, Jerry Porras, were writing the seminal book Built to Last, they debated what to call ambitious long-term goals that galvanize successful companies. Porras favored something businesslike and decorous, like "corporate mission."