Strategy As an Organization’s Nervous System

Christopher Columbus didn’t intend to discover America.

In 1492, his BHAG, a Big Hairy Audacious Goal, was to find the western sea route from Spain to India and China.

But on his way to the west, he stumbled upon a continent no one in Europe knew about.

His discovery turned out to be even more valuable than he had planned. However, in business, most strategic mistakes rarely have such happy endings.