One Big, Hairy, Audacious Goal: The One Billion Person Promise

What is a BHAG?

BHAG stands for Big, Hairy, Audacious Goal. It is a far-out, massive-scale aspiration an organization establishes to motivate the internal team and other stakeholders to work together toward a uniting goal. It should be in line with an organization’s purpose and values and should bring a team together in action. Typically BHAGs are goals that an organization sets with a 10-to-30-year time commitment in mind. Also, a BHAG should be simple enough for people to understand without an extensive, supporting explanation.

The History of the BHAG

Bestselling author and business visionary, Jim Collins conceptualized the concept of BHAG in his book, Built to Last: Successful Habits of Visionary Companies. Collins explains that BHAGs have the potential to change the basic nature of a company to one inspired to consistently work outside of its comfort zone to achieve seemingly impossible results.


At, we seek to cut through the noise created by the inundation of content that people see on a daily basis by delivering only the most relevant and personalized information to their inboxes. Our BHAG reflects just that: “By 2030, we will improve the lives of one billion people around the world with better information.”

Our BHAG and Core Purpose

At, our core purpose is to better inform the world. We seek to deliver the most relevant information to people, one inbox at a time. So how do we do it? How do we cut through all the content noise? We leverage artificial intelligence to pull only the most relevant information into a given user’s email news brief. We are inspired to be the so-very-needed filter on the endless stream of not-so-useful content.

We help organizations, groups and businesses spread their missions of informing their members and greater communities. First, our customers identify the most authoritative content outlets in their industry. Then we ensure only the most relevant articles from their sources go to their member’s inboxes. Best of all, it takes no extra work on the part of the organizations to reach these “segments of one.” This allows our customers to be at the forefront of the most important news in their spaces and deliver that news under their trusted brands.

BHAG and Our Daily Interactions

So how do we work on meeting our BHAG and progressing toward our ultimate aspiration? Our BHAG, along with our core purpose and supporting values, informs and guides us in our daily interactions. We talk about all of these tenets that guide our business on a regular basis. We reference them in making important decisions. We acknowledge them in our successes and failures. We let them inform discussion in our huddles, our various weekly meetings and our company meetings.

Most importantly, in our company meetings, we measure a critical number that directly reflects progress toward our BHAG: the number of people who have received information from Although we are relatively early in our purposeful journey, it is fun to objectively monitor and measure the movement we have made. So far, we have already touched the lives of thousands upon thousands.

Using to Develop and Meet Your BHAG

We want to support others towards meeting their Big, Hairy, Audacious Goals. One aspect of our AI technology that our customers appreciate the most is how they can use to automatically send industry news to their members. This can help them concentrate more time and effort on other methods to fulfill their core purposes and experimentation, as well as meeting their BHAGs.

We are excited about the progress we have made and the future that awaits us. We will be sure to keep you informed of our journey as we work toward our one billion person BHAG. But most of all, we are here to teach you more about’s mission in the meantime.

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