In the previous installment we broke down what constitutes a game studio and explored how pinpointing its core elements can illuminate the studio’s overarching purpose. This week we dive into the first pillar of the FIRM framework, focusing on the studio’s future. After asking "Why do we exist?" the next critical question is "Where are we headed?" Reaching a consensus within the team about the studio’s long‑term direction is arguably the most powerful alignment exercise any development house can undertake.
The vision you settle on will act as a boundary‑setter for every strategic choice you make from that moment forward. Before we discuss how to translate that vision into actionable annual objectives, let’s examine how to craft it.
A useful model for envisioning the future comes from Jim Collins, the author whose Hedgehog Concept we referenced earlier. In his 1994 bestseller *Built to Last*, Collins introduced the notion of a Big Hairy Audacious Goal, or BHAG (pronounced “bee‑hag”).
His research showed that companies that articulate a single, bold, and crystal‑clear target for the future tend to outperform those that drift without such a beacon. A well‑defined BHAG works hand‑in‑hand with your studio’s purpose.
It serves the same function: sharpening decision‑making, attracting talent that buys into the vision, and encouraging deliberate action. Whenever a major choice arises—whether it’s the genre of the next title, the decision to self‑publish, or the optimal team size—you can ask, “Does this move us closer to our BHAG, or does it divert us?” Collins actually provides a straightforward exercise for uncovering a BHAG. First, pick a future date.
While Collins suggests a horizon of 10‑25 years, many indie studios find a 5‑10‑year window more realistic. Next, each team member drafts a short article that could be published on that future date. Be vivid: specify the outlet (Game Developer, GamesIndustry.biz, Forbes, etc.), the headline, and the achievement that warranted the piece.
Detail the milestones the studio has hit and why they matter to the broader trajectory. After everyone has written their piece, reconvene and read them aloud. Discuss which themes resonate, where there is already agreement, and where opinions diverge. From this conversation, extract the common achievements that could serve as a unifying, overarching goal.
The ideal BHAG is ambitious enough to stretch the studio, concrete enough to feel tangible, and compelling enough that every participant can rally behind it. There is no single correct answer. For some studios the BHAG may be a specific download count or sales figure; for others it could be winning an internationally recognized award, or making a lasting impact on the industry’s culture.
Whatever form it takes, ensure the goal is clear, compelling, measurable, and realistically achievable at a 50‑70% probability. This range guarantees that reaching the target will require genuine effort and will push the team beyond its current comfort zone.
Think of the BHAG as the summit of a mountain you intend to climb. Annual goals become the base camps you establish along the ascent. These yearly objectives translate the lofty ambition of the BHAG into concrete steps, keeping the team focused on what truly matters and fostering accountability. The very act of defining these goals also strengthens alignment across the studio.
From experience, most studios thrive with five to seven primary goals per year. Fewer than five can set the bar too low, while more than seven tends to dilute focus and spread resources thin. A concise set forces prioritisation of initiatives that are both essential and achievable.
As a rule of thumb, you aren’t finished until you have stripped away any item that, after discussion, proves to be a nice‑to‑have rather than a must‑have. When the team collectively agrees that the selected annual goals will meaningfully advance the BHAG—and that accomplishing them would constitute a successful year—you’ve hit the sweet spot. To recap: the studio’s purpose explains why it exists; the BHAG articulates where it is headed; and the yearly goals outline what you will accomplish this year to get there. Together, these three pillars form the backbone of purposeful studio leadership, shifting you from reacting to external pressures to proactively shaping your own destiny.
Action steps for your team: - Identify your BHAG. Choose a future date, have each member write a short article describing the achievements you’d like to celebrate on that day, share the pieces, extract common threads, and co‑create a single, rallying long‑term goal. - Set your annual objectives.
With the BHAG in mind, draft five to seven goals for the coming year. For each, ask: does achieving this bring us measurably closer to the BHAG? If the answer is no, remove it. Next week we’ll explore the second pillar of the FIRM framework, focusing on uncovering and addressing the obstacles that inevitably arise on a studio’s path to progress.
If you’d like the complete FIRM framework with step‑by‑step implementation guidance, visit martijnvanzwieten.com/firm to download the free template. Martijn van Zwieten is a business and leadership coach and the architect of the FIRM and LoGOS studio‑management methodologies.
He has advised more than 150 CEOs, founders, and studio leaders, ranging from indie successes like Rusty Lake and Twirlbound to AAA powerhouses such as Bethesda Game Studios and MachineGames.