Crazy Goal Programme

Our award-winning Crazy Goal Programme helps you create a bold strategic ambition that gets your whole executive team behind a shared, purpose-driven goal. We then support you to deliver the performance transformation that drives results.

Strategic Goal Alignment for Executive Leadership Teams

Unleash the power of a strategically unified executive team

For CEOs and business leadership teams at moments of change, the Crazy Goal Programme helps you define an inspiring, bold ambition that your entire organisation can unite behind. We then support you over time in translating the goal into tangible everyday areas of focus. We get your vision ‘off the page’ and embedded into your teams.

Built from Olympic-winning principles and proven in hundreds of organisations, this programme creates alignment, focus and momentum that drives an uplift in business performance and results.

Watch Co-founder & CEO Ben Hunt-Davis and Director of Consulting Chris Lloyd share more about our signature Crazy Goal Programme:

97%

of clients say they recommend the programme to other executive leaders

88%

of leaders who completed the programme reported a clearer, more aligned vision across the executive team

+95

Average NPS (considered world class)!

*from scores received in 2024 & 2025.

Common challenges for today’s strategic leaders:

The Crazy Goal Programme is designed for and commonly bought by CEOs, MDs, CPOs, HRDs and strategic transformation leaders. We tend to work with companies who are going through change, undergoing rapid growth, M&As or strategic pivots. In some cases, they are simply needing to inspire belief, focus and clarity of direction. Below are some of the specific challenges we see and help solve for:

Is this you?

Your challenges	Your opportunities
Your current strategy lacks buy-in and clarity across the organisation	Functional focus now matches the strategic ambition
You know that the business is not achieving it’s potential	A leadership team that is united. Holding honest conversations and driving forward the key initiatives
Too many key people aren’t focussed on what is most important	A leadership team excited by the future, creating stronger functional alignment and collaboration
Targets for the next two years wont be met if you continue to work the same way	Hit revenue and profit targets with confidence
Silos, politics, and underperformance are holding the business back and it starts at Executive level	Greater engagement, alignment and motivation from across the business

Do you have a sense that “what got you here…. won’t get you where you need to go next.”? If your executive team is ready to shift from functional to exceptional, this programme is your next step.

What is the Crazy Goal Programme?

A structured transformation programme to help your executive team:

Create a Crazy Goal – a bold, aspirational, measurable ambition
Align as a team with crystal-clear focus on what matters most
Inspire and unite your entire organisation around a shared vision
Achieve the above in a limited timeframe to deliver the step change that’s required.

This is not about posters or slogans. It’s about changing behaviours, driving action, and getting results.

What you will walk away with: The results of executive team alignment

A compelling Crazy Goal with clear performance metrics
Executive alignment around a unifying ambition
Greater employee engagement and purpose
A toolkit and language that drives daily performance
Lasting change in how your organisation behaves and delivers

The original Crazy Goal: Our proven methodology

We use the same performance model that powered co-founder Ben Hunt-Davis and his Team GB men’s rowing eight to Olympic gold. In 1998, Ben’s crew decided they wanted to win the Olympics, even though they had never finished higher than 6th or 7th in any major race. Everyone they knew said they were crazy. They didn’t let that stop them. It gave them purpose, motivation and focus to make it happen.

The crew’s Olympic winning framework takes a layered approach to create clarity, prioritisation and performance across all levels of the business:

Results that speak for themselves

+5% gross profit growth
+17% employee engagement
Significant cross-functional improvement

+88% employee engagement
Claim length reduced by 100 days
+30% customer satisfaction

+35% effective team collaboration
+28% executive team alignment
+29% employee clarity on direction

Ready to define your bold company ambition?

Your organisation is capable of more. Let’s help you create the Crazy Goal that gets you there.

We had no goal and no single unifying thought. I wanted the opportunity to galvanise everyone. The Crazy Goal is everything we stand for as a brand. We use it in our recruitment, including our assessment centres, we use it throughout our training and how we recognise and reward people, and we rolled it out as comprehensively as we could. We were on a journey and the Crazy Goal repays over the longer term.

Kate Markham
Hiscox MD of London Markets

FAQ

What is an executive team alignment programme?

An executive team alignment programme, such as our Crazy Goal Programme, is a structured process designed to bring senior leaders together around a shared vision and strategic goals. The Crazy Goal Programme uses the same goal framework that brought co-founder Ben Hunt-Davis and his rowing crew their gold medal on the Olympic waters of Sydney in 2000. The Crazy Goal Programme helps leadership teams define a bold, measurable ambition (a ‘Crazy Goal’) and align their focus, behaviours, and daily actions to deliver meaningful, lasting results. It goes beyond strategy documents to embed clear direction, drive unity, and improve performance across the business.

What does alignment mean in leadership?

Alignment in executive and leadership teams means that your leaders share a unified understanding of the organisation’s direction, priorities, and purpose. It ensures leaders are pulling in the same direction – focusing on what matters most, making decisions through the same strategic lens, and reinforcing a consistent message to the wider organisation. With alignment, leadership becomes a catalyst for business focus and what will drive the quickest progress. We explore this further in the article: ‘How Winning Executive Teams Stay Aligned and Focused’.

What are the stages of team alignment?

While every intervention is unique and may require a tailored approach, effective team alignment programmes such as The Crazy Goal Programme follow a proven structure to align executive teams through these key stages:

Diagnostic Insight: Our diagnostic process helps us to understand your challenges, build trust, and design the best solutions for you. We form an understanding of individual perspectives, challenges, and opportunities in your team that form the foundations of how we partner with you.
Ambition Setting: Creating a Crazy Goal: bold, measurable and inspiring. A two-day workshop with your executive team to form your Crazy Goal, success measures, and a concrete plan of how to achieve your goal.
Team Commitment: Building shared ownership and agreeing behaviours that drive success.
Organisation-wide Communication: Equipping leaders to cascade the goal with clarity.
Embedding and Coaching: Ongoing support to give leaders the skills and support needed to launch the Crazy Goal with impact and help leaders perform at their best to drive momentum.
Layering Across Functions: Cascading the Crazy Goal to get your strategy off the page and into the daily actions of your leaders and teams by aligning departments to strategic goals and ways of working.

What are the core methods of leadership alignment?

Leadership alignment can be achieved through many different methods and approaches. Some proven techniques of leadership alignment contained within our Crazy Goal framework are:

Shared Goal Setting: Gathering the executive team to co-create a Crazy Goal to drive clarity and commitment.

Behavioural Anchoring: Agreeing on specific daily actions that support the strategy.

Facilitated Honest Conversations: Tackling silos, politics, and misalignment head-on.

Executive Coaching: 1:1 support for leaders to embed change and lead with conviction.

Cross-functional Workshops: Ensuring all parts of the business align to the same ambition.

How does setting strategic goals improve performance?

Strategic goals improve performance by creating focus, accountability, and momentum. When leadership aligns around a bold, purpose-driven goal, it clarifies priorities, energises the team, and sharpens decision-making. The Crazy Goal Programme translates strategy into concrete goals, control activities, and daily behaviours – connecting vision to execution and unlocking higher levels of team engagement and business performance.