Operational BHAGs: Setting Tangible Targets for Monumental Growth
The world of business and marketing thrives on visionary thinking. But in order to transform those visions into reality, they must be translated into actionable, measurable goals. Enter the concept of BHAGs, or Big Hairy Audacious Goals. BHAGs represent more than just aspirational thinking—they represent a commitment to large-scale, transformative growth. When these BHAGs are operationalized, they become dynamic tools driving daily decision-making and inspiring entire organizations.
Understanding Operational BHAGs
An operational BHAG isn’t just a long-term goal, it's a living, breathing element of a company’s strategy. Unlike static goals that sit in business plans or on boardroom walls, operational BHAGs are integrated into the daily operations of a business. They are designed to be visible, constantly updated, and tracked in real-time. As a result, they galvanize an entire organization, keeping everyone from the CEO to the newest hire aligned and focused on a shared mission.
The Red Balloon Success Story
A prime example of the power of an operational BHAG comes from the ArticulateTHIS! Podcast, where Gord Smith from Alta Consulting recounted the phenomenal journey of the Australian company, Red Balloon. This enterprise, which offers unique gifting experiences, initially set a BHAG to "fulfill a million experiences." This wasn't just a goal written on paper—it was a living metric. They displayed a running total of their progress towards this BHAG across various touchpoints, from office monitors to their website banners.
The result? Not only did they achieve their million-experience BHAG, but they went on to set and exceed several more. Their current BHAG is even more audacious: providing a gift experience every second. And in line with the principles of operational BHAGs, this isn't just an aspirational figure. The entire organization knows where they currently stand, as they strive towards reducing the time from their current 49 seconds.
The Power of Visualization and Real-Time Tracking
One of the standout features of Red Balloon's approach is the visualization of their goal. By having a running total displayed prominently, the goal is continuously front and center. This creates a culture of accountability and drives a shared enthusiasm to push boundaries. Such real-time tracking turns a distant goal into a daily pursuit.
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Operationalizing Your BHAGs
For companies looking to operationalize their BHAGs, the process begins by ensuring the goal is tangible and time-bound. Next, integrate this goal into daily operations. Whether it's by using dashboards, weekly updates, or company-wide broadcasts, the key is to make the BHAG visible and top of mind.
Next, consider the metrics you will use to gauge progress. Metrics should be simple enough for everyone to understand but robust enough to capture genuine progress. Finally, celebrate milestones, even small ones. By recognizing the journey towards your BHAG, you'll inspire continued momentum and dedication.
Operational BHAGs represent a fusion of visionary thinking and grounded, day-to-day operational strategy. By setting audacious goals, making them tangible, and integrating them into daily operations, companies can drive incredible growth and foster a culture of innovation and ambition. As showcased by Gord Smith's recounting of the Red Balloon story, when approached correctly, BHAGs can indeed be transformative, taking companies to heights they once only dreamed of.
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Articulate This! is a podcast that explores the world of digital articulation, featuring interviews and discussions with the innovators, leaders, and businesses driving the new digital economy. Host Pat Stagliano uncovers the human side of digital transformation, revealing the individuals and teams responsible for the tools, tactics, and technologies shaping our digital world. With a focus on people who are doing important things with technology, the podcast aims to inform, inspire, and empower listeners to embrace the opportunities of the digital age. Tune in to explore the digital revolution.