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# There is nothing better than having a BHAG
- URL: https://www.philmckinney.com/there-is-nothing-better-than-having-a-bhag/
- Published: 2011-10-03T14:24:21.000Z
- Updated: 2016-06-10T11:50:01.000Z
- Description: Great leaders understand that one of their key responsibilities is to set the goals for innovation. Most leaders don’t take this effort seriously and as a result their organizations suffer. They violate the Law of BHAG in the 7 Immutable Laws of Innovation. A key component of setting the innovatio
- Author: Phil McKinney
- Tags: Blog, bhag, human ingenuity, ingenuity, innovation agenda, innovation goals, Leadership, innovation management, leadership, management decision, product development, #wp, #wp-post, #philmckinneycom, #Import 2023-05-01 05:17

Great leaders understand that one of their key responsibilities is to set the goals for innovation. Most leaders don’t take this effort seriously and as a result their organizations suffer. They violate the Law of BHAG in the [7 Immutable Laws of Innovation](https://www.philmckinney.com/the-7-immutable-laws-of-innovation-follow-them-or-risk-the-consequences/).

> What is a BHAG?

A key component of setting the innovation goal is to create what I call a BHAG (Big Harry Audacious Goal). A BHAG defines a visionary goal that is both strategic **and** emotionally compelling. It serves as the focal point of effort and as a catalyst that enables teams to achieve industry changing innovations. One example is the BHAG that John F. Kennedy put before the United States which was“to put a man on the moon before the end of the decade”.

A well-constructed BHAG defines the end objective in the context of a [compelling story](https://www.philmckinney.com/podcast-telling-your-idea-story) while at the same time not defining the “how”. Why is this important? The objective is to [unleash the ingenuity](https://www.philmckinney.com/podcast-using-creativity-to-create-a-killer-career) of the team to achieve what others define as the impossible. Telling a team “how” turns them into robots and I haven’t seen many teams of robots achieve greatness.

So what are some sample areas of BHAG’s?

1. **Market Leadership**. Many leaders define their BHAG to become the number 1 company in their industry. Don’t stop there. What are the BHAGs that need to be achieved for you to become number 1? Go after those.
2. **Product Breakthrough**. Create a new category of product that has been previously defined as impossible. For example, set some characteristic such as; weight, thickness, performance, cost or design.
3. **Operational Transformations**. Define a breakthrough goal regarding how your organization operates. Go after such areas as; supply chain, distribution, call center, IT, internal processes, HR or finance.

Where some organizations struggle is after they’ve achieved a BHAG. There is a short burst of excitement which quickly turns into a case of organizational depression. Senior leaders need to insure that there is a continual wave of BHAG’s so as the teams finish achieving one, there is another that needs their attention.

The ability to define, communicate and execute against a BHAG is critical for success in the [creative economy](https://www.philmckinney.com/podcast-10-infrastructure-requirements-for-the-creative-economy).

What are the best BHAG’s you've come across?

**Other posts on the 7 Immutable Laws:**

[**The 7 Immutable Laws of Innovation**](https://www.philmckinney.com/the-7-immutable-laws-of-innovation-follow-them-or-risk-the-consequences/)

- [**The Law of Resources**](https://www.philmckinney.com/law-of-innovation-3-the-law-of-resources)
- [**The Law of Patience**](https://www.philmckinney.com/do-we-lack-patience-when-it-comes-to-innovation)
- [**The Law of Execution**](https://www.philmckinney.com/we-have-a-failure-to-execute-again)
- **[The Law of Process](https://www.philmckinney.com/dont-hang-your-innovation-programs-on-the-false-hope-of-serendipity)**
- **[The Law of Culture](https://www.philmckinney.com/what-is-your-organizations-dilbert-index-your-culture-depends-on-it)**