In a GamesIndustry.biz article published Oct. 7, 2026, the outlet explains that the first pillar of the FIRM framework centers on setting a studio’s long-term vision.
The article describes a Big Hairy Audacious Goal (BHAG) as a singular, clear, ambitious aim for a company’s future first introduced by Jim Collins in his 1994 book Built to Last. Collins suggests that such a goal helps firms make better decisions, attract suitable people, and act with intention.
To identify a BHAG, teams agree on a future date five to 10 years ahead, each write a mock article as if that date has arrived listing achievements, then discuss the shared themes. A BHAG must be clear, compelling, measurable, and achievable between 50% and 70% to provide effort and stretch. Yearly goals serve as camps along the path to the BHAG summit, turning ambition into traction.
Most studios find that five to seven yearly goals work well; fewer goals may show low ambition, while more goals can spread effort too thin. Each yearly goal must be measured against the BHAG, keeping only those that meaningfully advance the long-term aim.
The spine of the FIRM framework comprises studio purpose, the BHAG, and yearly goals, allowing leaders to act proactively instead of merely reacting. Martijn van Zwieten, who created the FIRM and LoGOS methods, reports coaching over 150 CEOs, founders, and leaders, including indie studios Rusty Lake and Twirlbound and AAA studios Bethesda Game Studios and MachineGames.
Join the discussion