CORE IDEOLOGY What we stand for and why we exist ENVISIONED FUTURE What we aspire to achieve BHAG This endures and never changes May change every 10 years Big Hairy Audacious Goal

To align the movement’s activities towards one single, ambitious goal To help us achieve the change we want to see in the world To communicate clearly who we are and why we exist To give people a sense of being part of something big To provide an opportunity for a recruitment drive on a large scale

A computer on every desk and in every home End cruelty to children Every book, ever printed, in any language, all available in less than 60 seconds “This nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth” [enter BHAG here]

What you are deeply passionate about What drives your economic engine* What you can be the best in the world at * What drives our supporters

A BHAG will take a long time – perhaps years You don’t have a 100% chance of success, equally it’s not so unlikely that it’s impossible % is optimum A BHAG won’t be delivered just by doing more of the same – it requires a quantum step change in the organisation A BHAG is said to be “out of reach but not out of sight” A BHAG needs to be exciting, clear and compelling A BHAG need to be exciting, clear and compelling to a broad group within the organisation not just the people who create it You will be able to tell if/when you have achieved it

Our core purpose: Our core values:

For further reading on what a BHAG is and how it can help an organisation, please read this paper by Collins & PorrasCollins & Porras The main focus of this paper is on how big businesses have used a BHAG to drive them forward to a specific goal, but many charities have also found it useful. This is how SolarAid found their BHAG: a-bee-hag-the-most-powerful-management-tool-ever/ a-bee-hag-the-most-powerful-management-tool-ever/