Mission (Big Hairy Audacious Goal - BHAG)

Key Insight

Mission, also known as a Big Hairy Audacious Goal (BHAG), is the third key component of an effective vision. It is a clear, compelling overall goal that serves as a focal point for effort, distinct from purpose because it is achievable. A mission translates an organization's values and purpose into an energizing, highly focused objective, exemplified by President Kennedy's 1961 challenge to land a man on the moon and return him safely to earth before the decade's end.

A good mission has a clear finish line, is inherently risky (falling into a 'zone of discomfort' where success is not guaranteed but believed to be achievable), and includes a specific time frame, typically a 10- to 25-year horizon. It should not be a bland, generic 'standard mission statement' that lacks passion; instead, it must be compelling and inspire genuine excitement, such as NIKE's 'Crush Reebok' or Henry Ford's 1909 aim to 'democratize the automobile.'

Achieving an audacious mission requires unwavering commitment, even when the odds are challenging. Companies like IBM (with the 360 project), Boeing (with the 707 and 747), and Procter and Gamble have historically 'bet the company' on risky goals, demonstrating that belief in an objective and a willingness to commit can transform probabilities of success. There are four types of missions: Targeting (e.g., Sony's 'create a product that becomes pervasive worldwide'), Common Enemy (e.g., Honda's 'Yamaha wo tsubusu!'), Role Model (e.g., Trammell Crow aiming to be 'the IBM of the real estate industry'), and Internal Transformation (e.g., GE's goal to develop the 'leanness, the simplicity and the agility of a small company'). For a mission to be effective, it must be sincere and authentically desired by leadership.