28 Jan 2026 · 6 min
Bill Gallagher explains BHAGs: big, purpose-driven goals that stretch over 10+ years and inspire breakthroughs instead of chasing quarterly numbers. His own BHAG is helping 5 million leaders. He hit 1 million in 10 years partly through starting a podcast, and shares how to make your BHAG emotionally compelling enough to actually pursue it.
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All right, let's talk about bhag. This is Jim Kahn's term, trademark term for big hairy, audacious goal. A bhag is something 10 years or more out in the future. It's a long way out. It's a transformational goal. It is not a linear projection. It's not meant to be reasonable in any way. It's designed to cause a transformation, to inspire you to be something interesting.
Now here's the thing.
Picking a thing that's too short, too linear, too connected, doesn't excite anyone, right? Daniel Burnham is a famous architect and urban planner who said make no small plans for they have little power to stir men's blood and won't it in themselves be realized? That's roughly the translation. But the idea here is that we want something really significant to light us up. But it shouldn't also be absurd. It's also not financial. If you said we want to be a billion dollar company, nobody cares. You care, your spouse cares, your owners care, maybe a few senior executives, but the vast majority of people don't want to make you rich. However, you can accomplish a financial goal. You can make money. You can that if you'll just translate that into something that's aligned to purpose. We talked about purpose earlier, but purpose is the why or the what. It's the emotional center of things. So we want to take whatever the financial goal is. I have a financial goal, you probably have one. And then we want to figure out what would our impact in the world be. So if mine is to help leaders build a better world, how many leaders do I want to work with? What is the number of leaders that I want to get to before I retire? Now, I looked out, not 10 years, I looked 30 years out. I said when I 80 years old, I'm approaching 60 now. And I made this 10 years ago. How many leaders do I want to help? And I said 5 million. 5 million was a big enough number for my ego. This really is a number that excites you and the ego plays a role in it. Something that is audacious. Now, the number of leaders I was working with at the time was nowhere near that. It was going to take an enormous breakthrough to get to 5 million. Except for 5 million isn't absurd. There are many people, coaches, trainers, thought leaders that can get to 5 million people on the regular so I could become that person. I just wasn't at the time that.
I made that up.
I was really swinging for the fences. So I said 5 million. It's not absurd. It's definitely possible. I couldn't say 5 billion because there aren't 5 billion business leaders in the world. It was big enough for my ego. It was aligned to my purpose, helping leaders build a better world. And that's the balance. It requires a breakthrough. It's 10 years or more out in the future. And then I also set one. So five years was that. And then 10 years was gonna be a million. And So I said 5 million and 1 million were my numbers of leaders that I was gonna help. And then I started talking about it. I'm like, you know, I'm playing this game to get to 5 million leaders before I retire, and I don't know how to do it. I don't know what it's gonna be. And I was talking with friends and a mastermind and, and a peer group and that kind of thing. And one of my friends said to me, you know, instead of doing a blog or a book like every other coach, why don't you start a podcast? You know, you've got a background in radio, you've been on TV before. Why don't you start a podcast? You could do that. It'd be great. It'd play to your strengths. And I said, oh, I'll do that. So I did that. And then that led to more clients and more engagements and more works and more public speaking and things like that. And I've been doing that podcast for some years now, and it's been 10 years since I created that bhagavan. And now as I approach the 10th year, I'm actually about to exceed the million. The first milestone in that 30 year goal, the 10 year BHAG, was a million. And I'm about to hit that now. And that was unbelievable to me. When I created the whole thing, 10 years ago like it was going to require a huge breakthrough and now it's kind of normal and I can see the 5 million coming so I might even up my game. So take your financial goals, go 10 years or more out. Don't be reasonable, create something that's really awesome but also not absurd and express it has impact in the world and you've got a compelling bhag. Now lots of people want me to get to 5 million leaders. Nobody really cares about making a lot of money except my wife, kids maybe. But you know I will make some money when I help that many leaders and I've already made more than many others by helping a lot of leaders by having that breakthrough. So that's the way you get everybody wanting you to win your game and pulling for you. I hope that's been helpful. Talk to you again soon.
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