Much of a marketer’s job depends on working out from a clearly defined measurable objective. Then massaging, fine tuning and scaling to get to Point B. Business objectives and strategy keep us well within spheres of influence but often prevent coloring outside the lines.

Where’s the guts in that? The glory of creativity and innovation behind all the pragmatic strategy. A driving force that’s worth fighting for on the marketing home front. A daring target that keeps your team - and you - poised for brilliant execution at a moment’s notice. The big hairy audacious goal. [Image credit: DP&d]

The BHAG is a term from Good to Great, but our clients own it. When they name the BHAG, marching orders crystallize. It’s messy and non-linear, but voracious. Just the ticket for a little magic.

We were given a bold BHAG last week. After confirming several measurable targets for community engagement and development, our marketing contact laid down the cards: “We want to be the leading social media case study for nonprofits.” It’s big, it’s hairy, and it’s audacious. Something we can sink our teeth into.

It took a chain of BHAG’s to arrive at this particular juncture with this particular project. From my perspective, it started with personal determination.

For years, my own mission has been to help nonprofits and social causes communicate more effectively - most currently through social media. Livingston Communications is taking this vision seriously on a more powerful scale. As a firm, we have decided to become more socially focused. Our aim is to become a social enterprise - one part traditional accounts, one part social causes.

The only expectations we’re worried about are our own. And we set the bar pretty high.

Big Hairy Audacious Goal Setting

• Set your own mission. A personal BHAG.
• Challenge your marketing department and leadership to set a big hairy audacious goal. Realistically, your BHAG must drive core objectives, so set the goal within reach. Nobody ever said the stars are off limits, just brush up on the Hedgehog Concept.
• Build your team with people who thrive on the same BHAG. Fire feeds fire.
• Say ‘yes’ to periodic gut checks. Appoint people who are smarter than you to help get your head out of - or back in - the clouds.
• Let the world know when you’ve met your BHAG. Aim even higher next time.

[Image credit for big hair: unknown]