Big Hairy Audacious Goals (BHAGs) differentiate stellar companies, says Jim Collins in his timeless classic, Good to Great. They’re also the things that drive business marketers nuts.
How can a big dream become attainable and time bound?
In Welcome to the Fifth Estate we talk about SMART goals (chapter authored by Kami Huyse), and in Marketing in the Round we add the ER (evaluate and reevaluate) to discuss SMARTER goals (brought to the conversation by co-author Gini Dietrich). SMART/ER Goals focus on Specific, Measurable, Attainable, Relevant and Time-bound objectives.
BHAGs and SMART goals don’t have to conflict with each other. From the strategist’s perspective, far from it.
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