CEO BrainFood

009 The 3HAG Way

Episode Summary

Welcome to CEO Brain Food, a show aimed at providing key insights, fresh perspectives, and proven tools that CEOs can apply to build enterprise value, generate higher profits and develop the talent needed to succeed in their businesses. In this episode of CEO Brainfood, Michael outlines the planning system known as The 3HAG (3-Year Highly Achievable Goals) Way by Shannon Susko and how this system is designed to take complex strategies and make them clear, simple and implementable. Michael breaks down the strategy into foundation, team, and execution system and the best practiced methods used in 3HAG Way to help organizations grow effectively.

Episode Notes

00:51 – Introducing today’s topic, “The 3HAG Way” planning system
01:13 – Background of Shannon Susko
03:01 – How 3HAG System bridges the gap between 1-year goal and BHAG (Big Hairy Audacious Goal) System
05:38 – An anecdote from General Dwight Eisenhower
08:18 – The significance of aligning your team to the core values of the organization to effectively build enterprise value
10:51 – Mapping out your internal and external environments
14:14 – How Market Attribution Framework is used to generate the core of your 3-Year Strategy
16:43 – Articulating exceptional strategies to fill in the gap
17:21 – Plotting concrete milestone steps to achieve the differentiators
19:20 – Assessing your current human resources versus the requirements you need to meet to accomplish the 3-Year Goal Strategy
21:29 – The Cash Conversion Cycle
22:53 – Michael leaves the audience with a quote


“You get out what you put in.” (02:09)

“In preparing for battle, I’ve always found that plans are useless but planning is indispensable.” – General Dwight D. Eisenhower (05:30)

“Preparation is everything but when the plan is put to the test we must be prepared for variances that are out of our control.” (07:41)

“If we’re clear about our foundations, then we can be more effectively able to withstand events and adjust the variables that threaten our efforts to build enterprise value.” (08:52)

“Strategy is about being different” (16:21)

“When there is no vision the people will perish”. Proverbs 29:18 (22:59)


Shannon Susko

Michael’s LinkedIn

Michael’s Website


Built to Last by Jim Collins

5 Dysfunctions of a team by Patrick Lenconi