In the previous installment we broke down what a game studio actually is and explored how its core elements can illuminate the studio’s purpose. This week we dive into the first pillar of the FIRM framework – envisioning the studio’s future. After you’ve answered the existential question “Why do we exist?” the next crucial query is “Where are we heading?” Reaching a consensus on the studio’s long‑term direction is arguably the single most powerful alignment exercise you can run with your team. The overarching objective you settle on will act as a boundary condition for every later choice, from the next title you develop to publishing strategies and staffing levels.
Before we discuss how to translate that vision into actionable annual targets, let’s examine a proven method for crafting a compelling future goal. Jim Collins, the author behind the Hedgehog Concept, introduced the idea of a Big Hairy Audacious Goal (BHAG) in his 1994 classic *Built to Last*.
Collins’ research showed that companies with a clear, bold, and forward‑looking target consistently outperform those that drift without a unifying ambition. A BHAG works hand‑in‑hand with your studio’s purpose: it sharpens decision‑making, attracts talent that buys into the vision, and forces you to act deliberately rather than reactively. Whenever you face a major crossroads – selecting the next game concept, deciding whether to self‑publish, or determining the optimal team size – your BHAG serves as a litmus test.
Ask yourself, “Does this move us nearer to the future we’ve imagined, or does it divert us?” **How to discover your BHAG** Collins provides a straightforward exercise. First, pick a future date.
While Collins suggests a 10‑ to 25‑year horizon, most indie studios find a 5‑ to 10‑year window more realistic. Once the date is set, each team member drafts a short article that could be published on that day. Be vivid: specify the outlet (Game Developer, GamesIndustry.biz, Forbes, etc.), the headline, and the achievement that warrants the coverage.
Detail the milestones your studio has reached and why they matter to the overall trajectory. After everyone has written their piece, gather as a group and read them aloud. Discuss the common themes, note where opinions align, and flag any divergences. From this conversation, distill a single, overarching goal that feels ambitious, concrete, and resonant for the entire team.
The ideal BHAG stretches you beyond current capabilities, is specific enough to inspire, and is compelling enough that every member can rally behind it. There are no right or wrong BHAGs. Some studios may frame theirs in terms of units sold or download counts; others might aim for an industry‑wide award, while some may prioritize cultural impact or technological innovation. Whatever form it takes, ensure the goal is clear, measurable, and realistically achievable at a 50‑70% success probability.
This range guarantees that reaching the goal requires genuine effort and growth, rather than being a pipe‑dream or a trivial checkbox. Think of the BHAG as the summit of a mountain you intend to climb.
The yearly objectives you set are the base camps you establish along the ascent. These intermediate goals translate the lofty ambition into concrete steps, keep the team focused on what truly matters, and create accountability.
The very act of defining these milestones also strengthens alignment across the studio. **Setting effective yearly goals** In practice, most studios thrive with five to seven major goals per year.
Fewer than five can leave the bar too low, while more than seven tends to spread resources thin and hampers completion. This sweet spot forces prioritisation and ensures that each goal is essential rather than optional. As a rule of thumb, you should keep trimming the list until every item is a must‑have, not a nice‑to‑have.
When the team agrees that the selected goals will meaningfully advance the BHAG, and that achieving them would constitute a successful year, you have a solid roadmap. Remember: your purpose explains why the studio exists, your BHAG points to where it’s going, and your yearly goals detail what you’ll accomplish this year to get there. Together they form the backbone of purposeful studio leadership, shifting you from reacting to market forces to actively shaping your destiny.
**Action steps for your team** 1. **Identify your BHAG** – Choose a future date, have each member write a speculative article about a milestone achievement, share the pieces, and synthesize a single, bold long‑term goal that excites everyone.
2. **Define annual objectives** – With the BHAG in mind, draft five to seven goals for the upcoming year. For each, ask, “Does accomplishing this bring us significantly closer to our BHAG?” If the answer is no, discard or re‑frame the item. Next week we’ll move on to the second pillar of the FIRM framework, exploring how to surface and resolve the obstacles that inevitably arise on the path to studio growth.
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 who created the FIRM and LoGOS studio‑management methodologies. He has advised more than 150 CEOs, founders, and leaders, helping studios ranging from indie favorites like Rusty Lake and Twirlbound to AAA powerhouses such as Bethesda Game Studios and MachineGames.