In 1994, Jim Collins and Jerry Porras published Built to Last and introduced the world to the BHAG: the Big Hairy Audacious Goal. A moon shot. An impossible dream made concrete. The kind of goal that makes investors nervous and founders giddy. Around the same time, management consultants were circulating SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound), a framework so sensible it could have been designed by actuaries.
Two philosophies. Two approaches to ambition. Both claiming to unlock human potential. Both fundamentally theatrical.
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