All courses
    Watch narrated lesson
    Course · Brand Foundations trackStrategy

    BHAG

    A Big Hairy Audacious Goal with a vivid description of the future.

    Loading lesson…
    Run this as a workshop

    Facilitator guides, practice worksheets and completed examples for running this with your team.

    BHAG · North Star
    10-year goal that is measurable and a little scary.
    OKR Planner
    Objectives with 3 Key Results each.
    Define · BHAG
    Pick a 10-year goal worth waking up for.
    Brainstorm
    Grid of sticky notes to fill in.
    Share this lesson

    Pass it on

    If BHAG clicked for you, share it with a teammate, founder or strategist who needs the same clarity.

    /learn/bhag
    Keep going
    Brand Purpose
    The reason the brand exists beyond profit — the change it wants to see.
    Vision & Direction
    The 5–10 year aspirational state the brand is building toward, plus the strategic direction that gets there.
    Mission
    What the company does day to day to move toward the vision.
    Values
    The guiding principles that shape behavior and hiring — non-negotiables, not slogans.