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Set Big Goals.
Focus Your Efforts.
Grow Smarter.

GRO is a no-nonsense consultancy approach to growing your business using three simple but powerful steps: setting Goals, driving Results, and achieving Outcomes.

BASE - A growth strategy

BASE Framework (Big Audacious Strategy Execution)

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BASE is a simple, actionable framework designed to help businesses achieve growth by combining Big Hairy Audacious Goals (BHAGs), Basecamp milestones, Objectives and Key Results (OKRs), and a strategic Go-to-Market (GTM) plan. The framework focuses on setting bold, inspiring goals, breaking them down into manageable milestones, aligning team efforts, and executing a strategy that drives measurable success.

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Summary of the BASE Growth Framework:

  1. BHAG – Define your Big Hairy Audacious Goal.

  2. Achieve Basecamp – Set 1-3 year milestones to keep progress on track.

  3. Select GTM Strategy – Develop the go-to-market strategy that fits your goals.

  4. Execute with OKRs – Track and manage progress with Objectives and Key Results.

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Step 1: Set Big Hairy Audacious Goals (Goals)
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The first step in the BASE framework is to define your BHAG—a Big Hairy Audacious Goal. This is a long-term vision that challenges your company to stretch beyond its limits. It serves as the North Star for your organization, inspiring all actions and decisions.

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How to do it:

  1. Identify your core purpose: Understand the fundamental impact your business aims to make.

  2. Set a time horizon: BHAGs typically span 10-30 years, pushing the team to think beyond immediate goals.

  3. Make it bold and compelling: A strong BHAG should feel like a stretch but still be achievable through dedication and innovation.

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​Step 2: Set the Basecamp (1-3 Year Milestones)

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Once the BHAG is in place, establish a Basecamp, a set of clear, shorter-term goals for the next 1-3 years. This step bridges the long-term vision with tangible progress, helping you track success on the way to the ultimate BHAG.

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How to do it:

  • Define the next 1-3 years' focus: Identify key achievements needed to advance toward the BHAG.

  • Break it down into priorities: Set specific initiatives that push your company forward in this timeframe.

  • Ensure feasibility: Make sure the Basecamp is ambitious but attainable, creating momentum toward the BHAG.

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Step 3: Choose the Go-to-Market (GTM) Strategy

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Your GTM strategy ensures that the Basecamp and BHAG are achievable by identifying the best approach to reach customers and grow the business. This strategy includes defining your market, value proposition, and sales/distribution channels.

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How to do it:

  • Identify Your Target Market: Understand customer needs and how your product or service solves their problems.

  • Choose a Proven GTM Model: Pick a strategy that aligns with your Basecamp and overall vision (e.g., direct sales, partnerships, freemium model).

  • Structure for Scalability: Organize your team and resources to align with the GTM strategy, ensuring clear roles and growth paths.

  • Launch and Iterate: Execute the strategy, collect data, and make necessary adjustments for continuous improvement.

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Step 4: Drive Focused Efforts (Results with OKRs)

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Now that the BHAG, Basecamp, and GTM strategy are set, it's time to track and manage progress using OKRs (Objectives and Key Results). OKRs ensure that daily efforts align with both the short-term Basecamp and the long-term BHAG.

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How to do it:

  • Define Quarterly Objectives: Set actionable, time-bound goals that move your organization toward the Basecamp and BHAG.

  • Set Key Results: Choose measurable outcomes to track whether the objectives are being met.

  • Regular Check-ins: Review progress weekly or bi-weekly to keep teams accountable and maintain momentum.

 

Step 5: Execute and Adjust (Outcomes)
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Put your plan into action. Execute the GTM strategy while monitoring OKRs to ensure progress toward the Basecamp and BHAG. Use feedback and performance data to refine your approach continuously.

 

How to do it:

  • Monitor Execution: Track performance against the OKRs and GTM strategy.

  • Iterate: Refine tactics based on feedback, market conditions, and results.

  • Celebrate Milestones: Recognize when Basecamp goals are achieved to motivate the team and continue driving momentum toward the BHAG.

 

Why BASE Works:

The BASE framework provides a structured approach for achieving long-term growth by breaking it down into manageable steps. It ensures focus on the bigger picture (BHAG) while maintaining practical, measurable progress toward that goal (Basecamp) and executing with a clear strategy (GTM). The framework fosters ambition, accountability, and alignment, all while keeping efforts streamlined and actionable.

 

Summary of the BASE Framework:

1. BHAG – Define your Big Hairy Audacious Goal.
2. Achieve Basecamp – Set 1-3 year milestones to keep progress on track.
3. Select GTM Strategy – Develop the go-to-market strategy that fits your goals.
4. Execute with OKRs – Track and manage progress with Objectives and Key Results.

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