"The vision must be followed by the venture. It is not enough to stare up the steps - we must step up the stairs." - Vance Havner    We choose to go to the moon in this decade not because (it) is easy, but because (it) is hard, because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one which we intend to win. - President John F. Kennedy

Collins calls this a Big, Hairy, Audacious Goal, or "bhag," which looms like an (almost, but not quite) unreachable summit in the distance.

True, it's a mission, but not the one we're used to hearing about, some arid, unimaginative list of products and services. This is a vision level target which can be accomplished in ten to thirty years, and once it is achieved, a new one must be set - no resting on laurels here.

In 1962 JFK said we're going to put a man on the moon by the end of the decade.

That was a superb example of a bhag for the nation. It inspired, it challenged, it motivated.

Imagine how a bhag for your own company could do the same for you.