Think Big, Stay Focused, and Never, Never, Quit!

Back in the late 1990s I had the opportunity to hear Jim Collins speak at a conference in Chicago.  During Jim’s presentation he referred to a section from his first blockbuster book – Built to Last called BHAGS (Big Hairy Audacious Goals).  Jim wanted to personalize BHAGS for the conference attendees and he used an interesting illustration that has stuck with me all these years.  I think Jim’s illustration is a great way to kick off my first blog post as it relates to branding and marketing activities in the education arena.

Jim asked the audience to think about the following question – Imagine that, starting today, you set the goal to get in better physical shape.  What changes would you make in your life in order to achieve this goal?  Well, some of us would start thinking in terms of the need to allocate some time to get some more exercise.  We might change our diet a little bit.  Maybe get some more sleep.  Watch less television.  There are a variety of things that we could do to get in better physical shape.

Jim then asked how the list would differ if now our goal, starting today, would be to win your age group at the Hawaii Ironman Triathlon World Championship (2.4 mile swim, 112 mile bike ride, 26.2 mile marathon).  What in your life would change?  Well, for most of us that goal would utterly transform much of the way we spend our time, the way we allocate our resources, our energy, our focus.  Everything would need to change in order to achieve that goal.

When I observe educational organizations around the country as it relates to their branding and marketing efforts, I find many of them saying – we want to get in better shape.  And they do a little bit of exercise, and change their diet a little bit.  They read labels on the back of food items, but then go ahead and eat it anyway.  At least they’re reading the labels – right.  It’s a start.

Occasionally though, there are a few educational organizations that I observe that say – we want to win the Ironman.  And what they eat changes.  How they spend their time changes.  Their level of focus and intensity changes.  Everything changes, just as your life would change if you committed to the goal of winning your age group at the Hawaii Ironman.

Jim goes on to say in his book and during his presentation in Chicago, that this is the role of a BHAG – to stimulate progress.  Isn’t that the role of branding and marketing – to preserve the core and stimulate progress for your organization?  Bottom line, when it comes to your branding and marketing efforts, you need to set Big Hairy Audacious Goals.  You need to Think Big, Stay Focused, and Never, Never, Quit!