BHAG: BIG HAIRY AUDACIOUS GOAL!!! Sounds crazy, unachievable and scary! What were Jim Collins and Jerry Porras thinking when they first coined the phrase in their book, “Built to Last: Successful Habits of Visionary Companies”? A BHAG needs to be big, seemingly impossible and forward thinking. Most importantly, it should provoke action and a sense of urgency. In short, a BHAG is inspirational and aspirational.