Intro to BHAGs In Retirement

What’s a BHAG — and Why Might You Need One?

You might not have heard the term BHAG before, but it’s one that can totally reframe how you approach your future — especially in retirement. BHAG stands for Big Hairy Audacious Goal. It’s not your average to-do list item. It’s bold, inspiring, and just a little bit scary (in a good way).

The phrase was coined by business authors Jim Collins and Jerry Porras to describe goals so visionary they galvanize people and organizations into action. Think of President Kennedy’s 1961 declaration to put a man on the moon before the end of the decade. At the time, it sounded wild — but it gave NASA a clear, compelling target. And they did it in 1969.

But BHAGs aren’t just for presidents or CEOs. They’re for anyone who wants to live with intention and stretch beyond the comfortable.

Your BHAG might be to write a novel, cycle across Europe, set up a community café, or help plant trees in every school in your county. The key is that it’s meaningful, personal, and pushes your limits.

In retirement, BHAGs are especially powerful. They help you shift from “What now?” to “Why not?” They breathe new life into your days and give you a story worth telling — not just a calendar to fill.

So ask yourself:

What bold, beautiful challenge would give this next chapter real purpose?

What feels just big enough to scare you — but too important to ignore?

A great way to get started is with our BHAGs Coaching Guide — a simple, step-by-step reflection tool that helps you rediscover your passions, reimagine your possibilities, and define 3–5 truly audacious goals. Ready to dream bigger? Grab the guide and let’s make your next chapter your greatest adventure yet.