This PPT slide, part of the 45-slide Building an Enduring Corporate Vision PowerPoint presentation, outlines two categories of Big Hairy Audacious Goals (BHAGs) that organizations can adopt. The first category, labeled as "Role-model BHAGs," illustrates how emerging organizations can position themselves against established institutions. The example of Stanford University is highlighted, with its aspiration to "Become the Harvard of the West" during the 1940s. This clearly shows how a younger institution can leverage the reputation of a more established one to define its own ambitions and goals.

The second category is termed "Common-enemy BHAGs," which encapsulates a different strategic mindset. This approach involves positioning against a shared competitor, invoking a narrative akin to David versus Goliath. The examples provided include Philip Morris aiming to "Knock off RJR as the number one tobacco company in the world" during the 1950s, and Nike’s aggressive stance with the phrase "Yamaha wo tsubusu!" translating to "we will destroy Yamaha!" from the 1970s. These examples reflect a combative strategy that seeks to rally internal and external stakeholders around a common adversary.

The slide effectively communicates how BHAGs can serve as powerful motivators for organizations, whether by emulating successful models or by challenging competitors. This dual approach can help organizations clarify their strategic objectives and galvanize their teams toward achieving ambitious goals. Understanding these frameworks can be crucial for executives looking to inspire their organizations and drive significant growth.

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Vision Statement