Paper or Plastic?

Last week I was conducting a kick off meeting for a project team. As an objective, outside 'voice' it's my job to open the eyes of the participants, and to show them that it is quite easy to think in Large Format.

One of the examples I went though was the Peters/Collins concept of Big Hairy Audacious Goals. Set a goal that is huge, and worth striving for. The point is a) you might accomplish it, or b) you will accomplish something better than the basic...

To add to this little discusion, I like many of you... happened to watch the Apprentice last night. In my opinion, the key to victory was the involvement of the target audience. As often as I see it, you are far more likely to come out on top if you spend a certain amount of time involving you 'customer' in the development of your product/service...

So, to bring the two points together, I happened accross a wonderful example of a) a true BHAG and b) involving (or at least not hiding - which most companies do...) customers in a 'private' aspect of a business..

On DIAGEO.com, their About Us section is the best I've ever seen. Without question, there has (yes, HAS) to be a thriving culture at DIAGEO, otherwise they are risking some serious credibility blows based on their exclamation of their goal - EVERY ADULT ADORES ONE OF OUR BRANDS. Yes.. adores.. talk about a Lovemark.... check it out yourself here.

To sum it up.. don't hide, be passionate, and to develop something that you want someone else to love... ASK them... then deliver.

If you can accomplish this ...it's in the BHAG...