Framework
Goals

BHAG

Big Hairy Audacious Goal

Best for
setting a 10-year stretch goal
Time
1–2 hr
Difficulty
Beginner

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BHAG diagramSchematic of the BHAG framework: Big Hairy Audacious Goal.10-year audacious goal
The BHAG diagram — Big Hairy Audacious Goal.
Example

Setting a 10-year audacious goal for the company

BHAG framing
  1. Big — "every product team in the world uses us to think"
  2. Hairy — would require category creation, not just market share
  3. Audacious — sounds aspirational, but technically achievable
  4. Goal — 1 million weekly-active product teams by 2035
  5. Test — would we be proud to put this on the wall?

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