One of my favorite books about creating an effective and great organization is by James Collins and Jerry Porras called Built to Last. They look at 18 visionary companies (like 3M, Wal-Mart, Walt Disney, Boeing, Sony, Hewlett-Packard, etc) and discuss their practices that make them the wildly successful companies that they are.

One of those practices is goal setting. Not just any goals for ordinary companies, but Big Hairy Audacious Goals for extraordinary companies. BHAGS such as Kennedy saying “Lets put a man on the moon and return him home safely.” BHAGS like Ford saying “Make cars so everyone with a good salary can buy one.” Having a goal like these “engages people – it reaches out and grabs them in the gut. It is tangible, energizing, highly focused. People ‘get it’ right away; it takes little or no explanation” (94). These goals are in line with the company’s mission and require the entire company’s time, energy and resources to accomplishment them. Everyone must be on board to achieve a BHAG, but there is a clear finish line for people to strive for.
In Christian ministry, BHAGs are also crucial. God has given us a BHAG: become servants that help Him redeem and transform the world by bringing His kingdom to earth. “Then Jesus came to them and said ‘All authority in heaven and on earth has been given to me. Therefore go and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit, and teaching them to obey everything I have commanded you. And surely I am with you always, to the very end of the age” Matthew 28: 18-20. If that’s not a BHAG, then I don’t know what is!
For Christian organizations, BHAGs need to be big enough to allow God to be present in their company. Bill Hybels describes leading the team for the creation of BHAGs at Willow Creek Community Church: “We decided we wanted our goals to be big enough to require the supernatural activity of God. We wanted to set goals that would keep us on our knees” (Courageous Leadership 57). God will help us achieve the remarkable, the noteworthy, the audacious. With God all things are possible. This certainly applies to the workplace as well.
I have a friend who lives his life by BHAGs. Needless to say, he is one of the most remarkable people I know. Ray has biked across all 50 states and all 10 provinces of Canada. He has sea kayaked the Baja Peninsula, covering 1000 miles in 33 days (not counting resting on Sundays). He has also hiked 2,898 miles of the Pacific Crest Trail running from Mexico to Canada through California, Oregon and Washington in 102 hiking days spread over 5 months. These expeditions are an integral part of his faith journey and every time he returns home he reports how he has seen God’s hand in his accomplishment. He intentionally sets his goals higher than what he thinks he can do to show how God always pulls through for him. He achieves his goals with God’s help alone. Ray’s life is an example of God’s faithfulness when we strive for the BHAGs we set in accordance to God’s vision.
BHAGs are inspiring and bring out the best in people. Christian ministries and organizations need more of them. But how to create a BHAG?
1. Make sure you have a clear vision and set of core values. Your BHAG must be in line with the core of the organization or else people won’t jump on board. The BHAG will require a lot of decisions, which will also need to be made in alignment with the core values.
2. Ask “Where do we want to grow?” to everyone in the organization. The employees on the front line of the ministry know what needs to be achieved and where energy and focus need to go.
3. Determine what your “Critical Success Factors” are. What must happen for this goal to be achieved? What do we need to do to make this happen?
4. Crunch some numbers. What would be a reasonable amount of growth in this area for a certain time limit? What would achieving this goal look like? What are all the implications we need to look at?
5. Push those numbers even higher. Remember, this is a Big Hairy Audacious Goal, not a Easily Attained Ho-hum Goal. In the words of Bill Hybel, it should make you feel “challenged, nervous and excited about them all at the same time” (Courageous Leadership 58).
6. Put the goal into clear, compelling language. It should be easy to remember and to the point. Think “We are going to put a man on the moon” instead of a 15 point thesis.
7. Find someone to spearhead the BHAG. Be its champion, its knight-in-shining-armor that will promote, protect, and rescue it if it runs into problems. Having one, maybe two, people in charge is critical. Putting ten people in charge of something means that no one is really in charge. Things slip through the cracks and there will be communication problems. One person feels the responsibility and is ready to take action and chaos is limited.
8. Get every single person on board and working towards the goal. A BHAG is big enough that only unified organizations and ministries can achieve it. This may mean structural re-figuration in your ministry, especially if your organization has entrenched silos. A company with internal conflict like silos will not achieve BHAGs.
9. Determine measurements of progress and success. How are you going to be able to show your employees, supporters, and clients that you are achieving what you said you would set out to achieve?
10. Think about your next BHAG when you have accomplished this one. James Collins said that the problem with Ford was that they achieved their BHAG of putting a car in the driveway of every American, then lost momentum because they didn’t come up with another one. Good leadership is always looking to what’s further down the road.
Christian leaders need to dream big because with God we can achieve big. With a BHAG, there is always the risk that everything will crash and burn. That’s what makes a BHAG a BHAG. And that’s what trust and faith are for, to give us the courage to strive for the audacious. BHAGs take courage and are not for the faint-of-heart. They are exactly what we need to achieve God’s vision.


