**Firstly, whats a BHAG?**

Jim Collins and Jerry Porras famously coined the term Big Hairy Audacious Goal, known by the popular acronym BHAG, in their business classic

_Built to Last_

.

The BHAG was a long-term stretch goal, that was clear, compelling and engaging for all stakeholders.

But, Shannon Byrne Susko, serial entrepreneur and author of

_3HAG Way_

, says you need a 3HAG before a BHAG.

**So, whats a 3HAG?**

Its a framework describing a three year Highly Achievable Goal, developed when Shannon found her payment processing software company Paradata flagging, and investors confidence flagging with it.

_I co-founded Paradata in 1994 with a really good idea, a half-baked strategy, and what I called a wild-ass guess about where we were headed,_

she writes in 3HAG way.

By 1997, all stakeholders had run out of patience, and Shannon says they were facing a do-or-die situation.

So, she created the early stage 3HAG, mapping out Paradata's strategy quarter over quarter, for 12 quarters, and aligning to their 10-30 year BHAG.

By 2006, Paradata had successfully achieved its goals, and the company was bought by a competitor.

**The framework comprises:**

* Foundation for Growth: Core Purpose, team core values, BHAG, and your profit/X.
  * One page strategic plan for 3HAG date \(3 years from now\)
  * Key process flow map \(what products/services make the company money\)
  * Market map: competitors, suppliers, partnerships, customers
  * Core customer \(description, needs, drivers\)
  * Attribution framework \(how to serve customers to find market niche/space\)
  * Activity fit maps \(differentiating actions and company catchphrase \)
  * Swimlanes \(quarter by quarter goal setting  for 36 months\!\)
  * 36 month-over-month rolling forecast
  * Brand promise with guarantee
  * Confirm 3HAG
  * Secret sauce \(kept secret from competitors\)

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