Jim Collins brought the phrase Big Hairy Audacious Goal (BHAG) into our lexicon. I always loved the notion of having a promise that is wild and hairy for a brand. Can businesses do something so outrageous that it stops you in your tracks and grabs your attention? Whether a goal or a promise, the idea is to interfere with the standard way someone commits. Is your promise wild and hairy?
What type of BHAG could your company offer that is so ridiculous a claim, that it stops people in their tracks.
Some of these are big but only a few are really hairy…
A one month guarantee: But bring your receipt to get a refund good toward another purchase.
A one year guarantee. Better. But not that unusual.
A lifetime guarantee: Moving in the right direction.
A one-thousand year guarantee: Now you are talking. Wild and hairy.
A complete replacement if the product fails – anytime: No receipt required. Makes me stand up and notice.
Double your money back: If you aren’t satisfied, for ANY reason, not only will I give you your money back, but I’ll double it!
Ridiculous: If you are unhappy I will buy you a brand new car even though you only bought a $1500 motor from me.
Over the top: I will give you $1,000,000 if you can find a defect in my software.
No whining: If you don’t love the taste of our wine, we will refund your money and give you $100
Money Back Guarantee: If my advice doesn’t grow your brand, I’ll return your consulting fee. No risk but more of a crew cut not really big or hairy.
A grand idea: We will save you money from your current grocery store. Prove us wrong and we will give you $1,000!
Is your promise wild and hairy?
You better find a way to offer something extraordinary if you are entering a crowded marketplace. Don’t expect to gain attention without offering a wow. Wow gets you noticed. And then your product better be wow – worthy. Your wow needs to align with your product, position and promise.
- Make a promise funny and entertaining.
- Stand behind the wild idea. Must be real.
- Be creative but authentic to the brand.
- Don’t do what the competition does – go ten times beyond their offer.
- If you really believe in your product – prove it!
- Scream your offer. Don’t whisper it.
- Test it with a small sample to see if it gets noticed.
Making a promise? Go wild and hairy.
Need some help figuring out a wild and hairy promise to make to your customers? Connect with me for a haircut, shave and some ideas.