Written by Naomi Simson
Steve Jobs, CEO of Apple once said: "The best way to create the future is to invent it." I say dare to dream, create your own destiny, know your purpose, assign a number and make sure you share this with others.
Your Big Hairy Audacious Goal is "the huge and daunting goal – like a big mountain to climb. It is clear, compelling, and people 'get it' right away," says Jim Collins, co author of Build to Last.
I am the CEO of RedBalloon and we are Australia's leading online gifting retailer of experiences. We have a Big Hairy Audacious Goal (BHAG) that 10% of the Australian population will have had a RedBalloon Day by 2015. We are on target to achieve this but we have bigger purpose, which is to change gifting in Australia forever (so people reduce the clutter in their lives – no more stuff!).
When you start a business – it is all about survival, sharing the story and engaging people in what you are up to. You do a lot of hoping (praying), and there is a lot of hit and miss (trial and error) – two steps forward, one step back. You don't know where you will end up, if anyone will ever visit your website (we had no customers for two months), or even if you are going to make it as a business. However, once you have your purpose defined and know the numbers you need to meet each month to achieve your BHAG, it is much easier to stay focused. Your people know what they are there to do in the day and they are reminded of the bigger game they are playing.
In his book, Collins talks about having a core ideology behind your BHAG. He also distinguishes what makes a good BHAG and a bad BHAG.
"Good BHAGS come from understanding; bad BHAGS flow from bravado," he says. The trick is to find a statement which covers three elements: What you are deeply passionate about (your core values and purpose), what you can be the best in the world at and what drives your economic engine.
What drives me every day is my passion for changing gifting in Australia and New Zealand forever. Making it easy for people to give something that is truly memorable – something that shows they care. (Especially for corporations – how many businesses give gifts really do not connect in anyway to employees, wine to non -drinkers, etc...?)
RedBalloon has come along way from its very humble beginnings in the front room of my home, with me literally doing everything (except cutting code).
Now we have systems, processes and structures to support growth and fabulous people who are specialists in their field and committed to what we are up to. A customer base that gives us bucket loads of ideas. My role now is about providing a guiding hand. I appointed general managers six months ago to run the business on a daily basis. They are highly skilled individuals who are accountable for delivering their plans. As they say 'a founder needs to know when to get out of the way'. My job now is to get out of managers' way so they can get on with achieving our Big Hairy Audacious Goal.
But what I have just finished working on is really fun. I have painted The RedBalloon picture in words. Let our imaginations run wild. Not limiting ourselves to the 'how' we will get there. Just imagining what our world will be like when… Our painted picture document is only two years out; the end of the decade. It is all about enjoying the journey, every moment of it… But having a clear understanding of what the destination could be like, if we create it. It is a very valuable picture to allow all those in our organisation to share the journey equally.
Naomi Simson is the founder and CEO (Chief Experiences Officer) of RedBalloon Days and recently named one of Australia's best bosses (Australia's Marketing Employer of Choice), the Entrepreneurs Organisation (Sydney Chapter) President 2007 – 2008. www.redballoondays.com.au
