Goal Frameworks

Written By Adam Stack

Below is a list of some of the most common goal-setting frameworks. All great projects use a version of BHAGs and Objectives with Key Results. Because people often have strong opinions about frameworks, it’s useful to know them when starting a great project. By understanding these well, you don’t need to change minds upfront—you can gradually pull people toward BHAGs and OKRs over time.

Business

  • Land a man on the moon and return him safely to Earth before the decade is out.

    Details

    • Jim Collins & Jerry Porras, Built to Last (1994)

    • Big Hairy Audacious Goal

  • Objective: Win the microprocessor architecture battle.

    Key Result: Establish 10 design wins.


    Details

    • Objectives & Key Results

    • Andy Grove (Intel, 1970s); popularized by John Doerr & Google

  • 10% increase in productivity per employee.

    Details

    Key Performance Indicator

    Peter Drucker (1954)

  • Reduce clerical errors in reports by 20% within 6 months.

    Details

    • Specific, Measurable, Achievable, Relevant, Time-bound

    • George T. Doran (1981)

  • Increase guest satisfaction from 82% → 87% (Marriott Hotels case).

    Details

    Four Disciplines of Execution

    • Disciplines

      1: Focus on the Wildly Important

      2: Act on the Lead Measures

      3: Keep a Compelling Scoreboard

      4: Create a Cadence of Accountability

    • Chris McChesney, Sean Covey, Jim Huling (2012)

  • Vision: Democratize enterprise software.

    Measure: Achieve $1B revenue.

    Details

    • Vision, Values, Methods, Obstacles, Measures

    • Marc Benioff (Salesforce, 1999)

  • Increase sales by 20% in one year, cascaded across org.

    Details

    • Management by Objectives

    • Peter Drucker (1954)

  • Horizon 1: Optimize oil business.

    Horizon 2: Expand into gas.

    Horizon 3: Invest in renewables.

    Details

    Long-, mid-, short-term spans

    McKinsey “Three Horizons” (1999)

Psychology

  • Wish: Exercise regularly.

    Outcome: Feel fit and energized; build a consistent routine.

    Obstacle: Feeling too tired.

    Plan: If I feel tired, then I’ll start with 5 minutes.

    Details

    • Wish, Outcome, Obstacle, Plan

    • Gabriele Oettingen (2014)

  • Intel example: goals openly discussed weekly for transparency.

    Details

    • Frequently discussed, Ambitious, Specific, Transparent

    • MIT Sloan (2018)

  • Finish top 3 in regatta, refined weekly with team.

    Details

    • Collaborative, Limited, Emotional, Appreciable, Refinable

    • Adam Kreek (2013)

  • Run a marathon within 12 months.
    Details

    • Heartfelt, Animated, Required, Difficult

    • Mark Murphy (2010)

  • Write a bestselling book that inspires millions.

    Details

    • Dream-driven, Uplifting, Method-friendly, Behavior-triggered

    • Brendon Burchard (~2010s)

  • Students persisting in spelling bees despite repeated failure.

    Details

    • Growth, Resilience, Intensity, Tenacity

    • Angela Duckworth, Grit (2016)

Parody / Satirical Frameworks

  • Sell the same number of widgets we did last year.

    Details

    • Small Bald Unaudacious Goals

    • Parody of BHAGs when leaders set incremental, boring, uninspiring goals

    • Jim Collins (2017)

  • We’ll be the next Tesla by 2026.

    Details

    • Wishful Hairy Audacious goals

    • Parody of BHAGs when leaders bold goals based on bravado

    • Adam Stack (2025)

Adam Stack