A big hairy audacious goal (BHAG—pronounced “bee hag”, is useful in that it's a long-term goal that everyone in a company can understand and rally behind. The term was coined in the book Built to Last: Successful Habits of Visionary Companies by Jim Collins and Jerry Porras. Simply put, a well-thought-out BHAG shifts the focus to the bigger picture. It is meant to excite and energize people in a way that quarterly targets and lengthy mission statements often fail to, and if executed successfully, can prove to be the cornerstone for tremendous achievement.