bhag for rhythm university

BHAG ®

Registered Trademark Of Jim Collins & Jerry Porras

BHAG OVERVIEW

WHAT IS A BHAG?

•Your Big Hairy Audacious Goal

•Term coined by Jim Collins in his book Good to Great

•10+ year visionary goal

•Should be daunting

•Needs clear finish line

•Part of your Envisioned Future

WHY DO WE NEED A BHAG?

To STRETCH us• Stretch creates energy• Necessity is the mother of invention• We should not know today how we will reach our BHAG

To GUIDE us

• Help us decide what to say YES to and what to say NO to

WHAT TO SAY YES TO & WHAT TO SAY NO TO

• Great companies stay on the path by saying “No.”

• A good BHAG will provide focus and alignment to your organization. It will enable innovation and success in a way that is not possible otherwise.

L e t Yo u r B H A G D e c i d e

WORK ON YOUR HEDGEHOG

THE FIRST STEP IN F INDING YOUR BHAG IS

T O U N D E R S TA N D Y O U R H E D G E H O G

THE HEDGEHOG CONCEPT

•Jim Collins calls this “doing one thing and doing it well”

•Contrasts the clever Fox who is constantly finding new ways to try to catch the Hedgehog

•with the Hedgehog, who outsmarts the Fox by sticking to what it does best, rolling up in a thorny ball

•You must understand and preserve the core of your business

What you are deeply Passionate about?

What drives your Economic Engine?

What you can be Best in the World at?

YOUR HEDGEHOG L IVES AT THE INTERSECTION OF THESE THREE CIRCLES:

QUESTION #1

W H AT A R E Y O U D E E P LY PASSIONATE ABOUT?

CORE PURPOSE

• Your Organization's Reason for Being

• Reflects people’s passion and idealistic motives for doing the company’s work

• Captures the soul of the organization

PURPOSE/PASSION EXAMPLES

Democratize air travel in America

Help people get, stay, and live well

WORK ON YOUR CORE PURPOSE

• Write down WHAT you do. • Ask "WHY is that

important"? • Ask the WHY question 5

times.• Review all the different

answers with your team, searching for the answer that resonates most, generates some passion, and gets to the heart of your organization's Core Purpose.

QUESTION #2

W H AT C O U L D Y O U B E B E S T I N T H E W O R L D ?

WHAT COULD YOU BE “BEST AT”?

• The question is what COULD you be best at, not what ARE you already best at.

• What can you NOT be best at?

• It could build on a competency you already have.

• Or it could be something you’re not great at today

“BEST AT” EXAMPLES

Low cost air travelConvenient drug stores

WORK ON YOUR BEST AT

• On a flipchart, write down what you know you are good at. Brainstorm ideas with your team.

• Consider strengths, Core Competencies, and your Brand Promise if you have one.

• Ask yourself if you could realistically become best in the world at this.

• Discuss until it becomes clear. You may need to get into a Think Rhythm to continue working on ideas.

QUESTION #3

W H AT D R I V E S Y O U R E C O N O M I C E N G I N E ?

ECONOMIC ENGINE OR PROFIT/X

• Profit / x is the financial indicator that has the greatest impact on your economics

• More of a strategic discussion than a KPI discussion

• Choosing one metric over the other will cause you to make different strategic decisions in every aspect of the business

PROFIT/X EXAMPLES

Profit / PlaneProfit / Customer Visit

QUESTIONS

• What drives your economic engine?

• How do you make money?

• Is it about the customer? The product? The service?

• What has the greatest impact on the bottom line?

W O R K O N P R O F I T / X

Purpose/Passion

Profit/XBest in the World

WHAT’S YOUR HEDGEHOG?

Purpose/Passion

YOUR BHAG CONNECTS TO YOUR HEDGEHOG

BHAG ?????

Purpose/Passion: Democratize air travel in America

Profit/X: Profit/Plane

Best in the World:Providing low cost air travel

SOUTHWEST AIRLINES EXAMPLE

BHAG X # of airplanes in the air by X date

WORK ON YOUR BHAG

WORK ON YOUR BIG HAIRY AUDACIOUS GOAL

W h a t i s y o u r M t . E v e r e s t ?

BHAG GUIDELINES

•Your 10+ Year Visionary Goal. It should help paint a picture of the future.

•It reinforces the RIGHT Decisions because it ’s connected to your Hedgehog

Passion, Best At & Profit/X

•It stretches us because it is Audacious:

Bold, Daring, Fearless

•It should Inspire us

•It must be Measurable

BHAG for 1960s America - Put a Man on the Moon & Return Him Safely

B H A G E X A M P L E

JOHN F. KENNEDY

STARBUCKS

BHAG - Become the #1 Consumer Brand on the Planet

B H A G E X A M P L E

TYPES OF BHAGS

Target OrientedSubway: - 32 StoresStarbucks: #1 Consumer Brand

CompetitiveNike: Crush Adidas

Role-ModelStanford University: Become the Harvard of the West

PITFALLS TO AVOID

Financial Oriented ($1B in sales)

Doesn’t guide business decisionsWhat would you say NO to?

Not Connected to the Heart!Must connect emotionallyMust ignite Passion

Too ComplicatedMake it simple to understandMake it measurable

Purpose/Passion

SO, WHAT’S YOUR BHAG?

BHAG ?????

DOES YOUR BHAG PASS THE TEST?

Do you find this BHAG exciting?

Is the BHAG clear, compelling, and easy to grasp?

Does this BHAG somehow connect to the core purpose?

Will this BHAG be exciting to a broad base of people in the organization, not just those with executive responsibility?

Is it undeniably a Big Hairy Audacious Goal, not a verbose, hard to understand, convoluted, impossible to remember mission or vision “statement”?

Do you believe the organization has less than 100% chance of achieving the BHAG yet at the same time believe the organization can achieve the BHAG if fully committed?

Will achieving the BHAG require a quantum step in the capabilities and characteristics of the organization?

In 25 years, would you be able to tell if you have achieved the BHAG?

BHAG NEXT STEPS

BRING YOUR BHAG TO L IFE

1. Te l l t h e s t o r y o f y o u r B H A G s o y o u r t e a m c o n n e c t s w i t h i t e m o t i o n a l l y.

2. K e e p i t t o p o f m i n d f o r y o u r t e a m . F i n d w a y s t o p r e s e n t i t v i s u a l l y a n d f r e q u e n t l y.

3. C o n n e c t s t r a t e g y a n d e v e r y d a y e x e c u t i o n . R e v i e w y o u r B H A G e a c h t i m e y o u w o r k o n A n n u a l o r Q u a r t e r l y P l a n n i n g .

4. E v a l u a t e o p p o r t u n i t i e s w i t h y o u r B H A G ( u s e i t t o d e c i d e w h a t t o s a y y e s a n d n o t o ) .

5. Ta p t h e c r e a t i v e g e n i u s o f y o u r t e a m t o h e l p y o u f i g u r e o u t h o w t o r e a c h y o u r g o a l b y t h e d u e d a t e .

ASSESS HOW YOU ARE USING YOUR BHAG TODAY

Red-Yellow-Green Your BHAGYour BHAG motivates people inside and outside of your company.Even your clients are excited about your BHAG.You are measuring progress towards a clear and specific destination and your team has a sense that you’re moving forward.You can see how the BHAG is being used to guide decisions.You have defined a BHAG, but not yet using it to guide decisions.Your BHAG isn’t big or hairy enough, or it doesn’t have a 10-25 year time horizon.Your BHAG isn’t being measured.Your BHAG has not been defined.

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