In the world of High Growth business coaching, one truth stands tall: the most successful companies have an unshakable sense of direction. As a Chair, NED, and business coach, I’ve worked with countless organisations to craft bold, long-term strategies—and time and again, one approach proves its worth: the BHAG, or Big Hairy Audacious Goal.
When implemented well, a BHAG doesn’t just clarify where a company is headed—it ignites momentum and fosters alignment across every layer of the organisation. It’s not about picking the “perfect” goal, but choosing one bold enough to unite your team and push boundaries. Because if one half of your business is scaling one mountain while the other half climbs another, you won’t reach the summit—let alone achieve transformation.
Over the years, I’ve seen five distinct types of BHAGs used by high-performing companies to unlock long-term growth. Each plays a different strategic role, but all serve the same purpose: to create a compelling, high-growth destination.
1. Quantitative BHAGs: The Number-Driven Target
A quantitative BHAG brings crystal clarity. It’s about chasing a tangible milestone—be it revenue, users, market share, or geographical reach. This approach works brilliantly when a company wants to eliminate ambiguity and focus its efforts on measurable impact.
For example, aiming to become a £1 billion company by 2030 forces deep strategic thinking across growth levers: acquisition, customer expansion, and scalable operations. A SaaS company might pursue one million paying users, triggering product innovation and customer success initiatives. Or a mobility startup might set its sights on capturing 50% of the electric scooter market within a decade, demanding excellence in logistics, branding, and customer engagement.
The beauty of a quantitative BHAG lies in its simplicity. It sets a high bar and dares the business to stretch its thinking—and its execution—to hit it.
2. Qualitative BHAGs: The Reputation and Identity Play
Sometimes, success isn’t defined by numbers but by perception. A qualitative BHAG focuses on how a company wants to be known—whether that’s brand leadership, cultural impact, or industry credibility.
This is particularly powerful for mission-driven businesses or those in trust-sensitive sectors. A nonprofit, for instance, may rally around a goal to eradicate hunger in its region. Every program, partnership, and funding strategy is then aligned to that mission.
Or think of a fashion label committed to becoming the most respected brand in sustainable clothing. This BHAG would push innovation in materials, ethical supply chains, and transparent marketing.
Similarly, a tech company might boldly claim it will lead the industry in ethical AI, ensuring its decisions and product designs consistently reflect fairness, responsibility, and transparency.
These BHAGs shape more than performance—they shape culture and purpose.
3. Competitive BHAGs: The Challenger Mindset
Some organisations thrive on direct competition. A competitive BHAG sets its sights squarely on surpassing an industry leader—and uses that target as a rallying cry to drive performance and urgency.
Nike’s early BHAG was simple: “Crush Adidas.” That clarity fuelled their innovation pipeline, branding strategy, and athlete endorsements—ultimately reshaping the sportswear landscape.
Today, a fintech startup might aim to outpace PayPal’s transaction volume within ten years, pushing it to prioritise UX, trust, and global scalability. Or a social platform might go after TikTok’s Gen Z dominance, demanding a relentless focus on features, engagement, and community-building.
A well-executed competitive BHAG unlocks the full potential of a team. It turns ambition into a shared mission.
4. Role Model BHAGs: Emulating Greatness
Rather than looking inward or across the street at competitors, some businesses draw inspiration from completely different industries. A role model BHAG is about adopting the best traits of an admired organisation—and applying them within a new context.
Imagine a home fitness tech company aspiring to be “the Apple of fitness”—focusing on premium design, seamless user experience, and elegant integration. Or a private jet startup striving to become “the Southwest Airlines of private aviation,” offering efficient, affordable services through operational brilliance.
A consulting firm might target becoming “the McKinsey of the SME sector,” bringing elite strategy services to fast-growing small businesses.
This type of BHAG challenges companies to rise to world-class standards—no matter their market.
5. Transformational BHAGs: The Total Reinvention
The most radical BHAGs are transformational. They don’t just aim for growth—they aim for reinvention. This is the caterpillar-to-butterfly moment, where the company that begins the journey won’t be the same one that arrives.
Think of Netflix, which morphed from DVD rentals to the global leader in streaming. Or IBM, evolving from hardware to cloud and AI services. Or Merck, which pivoted from petroleum to pharmaceuticals.
These BHAGs demand a reimagining of the business model, the team, the customer experience—even the culture. But the payoff is extraordinary: they allow businesses not just to survive change, but to lead it.
A high-growth company doesn’t waste time trying to find the perfect BHAG—it picks a bold one and commits. Because the most effective strategies aren’t those dreamt up in endless planning cycles—they’re the ones pursued with relentless focus, clarity, and belief.