The Making of a Big, Hairy, Audacious Goal (BHAG)

by Michael Green on October 4, 2018

Jim Collins wrote many books over the last few decades that are still very relevant.  In Built to Last, he talks about the development of a “Big, Hairy, Audacious Goal” to guide your organization to higher levels of performance, many times greater than anyone previously thought possible. Here is a long version of what we are putting together for The Grounds Guys for the future, which may become more concise as we progress. I want to share this entire, meaningful statement so our whole network understands our brand’s direction heading into 2019.

The Grounds Guys, LLC will be a $75 million  company, with local focused, engaged and passionate franchisee leaders that have created the best place to work, providing best in class lawn and landscape management performed by expertly trained brand champions who love what they do and who they do it for, creating beautiful lawns and landscapes through a system that delivers a world class experience, one enthusiastic cheerleader customer at a time.

Here is how this breaks down:

  1. $75 Million Company

The overall size of The Grounds Guys, organization is very strategic, including average invoice, service verticals, sales per capita, and revenue/business mix.

  1. Local

Locally owned and operated is what makes our organization great – the franchise owners are part of the local community and the leader that drive their location’s success.

  1. Purposed

Our Franchisees have no chosen distractions, purposed to teach our principles and systems of personal and business success so that all people they touch live happier and more successful lives.

  1. Engaged

Our Franchise owners participate in meetings, trainings, and conferences and are passionate about getting better every day.

  1. Inspired

We are in the people business. It becomes your responsibility to encourage those around you to greater effort, enthusiasm, and creativity. Awaken within them a particular feeling to be their best version of themselves.

  1. Employer of Choice

The best people can perform at a higher level when they are in an environment that is built to help them prosper, grow and succeed.

  1. Best in Class Services

We know what the best is and we set the standard for others to follow.

  1. Expertly Trained

Most people want great training and growth opportunities.  People are not supposed to come to us knowing how to do what we do.

  1. Brand Champions

You are the leader, the champion an ambassador of the brand, your people will follow your lead.

  1. Passion Precedes Performance

C.A.R.E.  Create A Remarkable Experience for your workforce and customers.  In doing so, your franchise location will thrive not just survive.

  1. Create Beautiful Lawns and Landscapes

Give the customer options to enhance and maintain their homes and commercial properties.

  1. Deliver the Experience

Follow the System of Success; it is put in place to produce specific results.  Mainly your success.  One is a consistent, high quality customer experience; another is the financial results you rewarded with for delivering a greater experience than anyone else in the marketplace.

  1. One Customer at a Time

Focus on the customer you are in front of, they are – now – the most important person in your world.

  1. Enthusiastic and Loyal Cheerleader

What are you doing to exceed your customers’ expectations? The customer is paying for a service, but only remembers and tells their friends and neighbors about the things you do better and differently than your competitors.

In goal setting, experts suggest the best way to accomplish a goal is to act like you are already there. Are we as an organization a “will be” or “already is?” What about your franchise? YOU are the leader and CHAMPION that will make it a local reality!

Topics: 2019 Planning


Michael Green

Michael Green

Michael Green is The Grounds Guys President.

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