To be the global model for sustainable and innovative ecological restoration. You may wonder what is a BHAG? It stands for Big Hairy Audacious Goal. James Collins and Jerry Porras created this term in their book Built to Last: Successful Habits of Visionary Companies. Basically, the idea is to set long term goals for the company, 10 to 30 years, and then do everything we can between now and then to achieve these goals.