Audacious Goals
There’s something magnetic about setting your sights on a dream that feels bigger than you can handle. For Jaclyn and Sam Thurmond, those dreams—what Jim Collins and Jerry Porras call big hairy audacious goals (or bhag pronounced bee hag) in their book Built to Last—have shaped not just their business, but their entire way of living.
This episode of The Freq Show leans into the raw beauty of boldness, the courage it takes to dream in ways that might feel embarrassing to admit out loud, and the frequency of belief that makes those visions possible.
Audacious Goals
So, what is an audacious goal? Jaclyn and Sam describe it as a stretch goal—one that feels uncomfortable, maybe even a little outrageous. It’s the kind of dream that pushes you beyond where you’ve ever been and demands you step into a higher version of yourself.
The business world might call it a hairy audacious goal BHAG, a unifying focal point of effort written into your mission statements, creating a sense of urgency that pulls you forward. For Sam and Jaclyn, it’s both practical and spiritual: an anchor that keeps them aligned while they work toward the finish lines ahead.
If you’re curious about how to keep your own energy aligned with big vision, you may love The Frequency of Belief: What Are Your Beliefs and Why They Matter So Much. It unpacks why self-awareness is essential when chasing dreams this bold.
From Fireworks to Building Beckon
Their story began in Austin, Texas, in 2008, on the 4th of July. Fireworks lit the sky, and by chance—or maybe divine alignment—Jaclyn’s last-minute decision to leave her apartment for a night out changed everything. She and Sam met at Maggie Mae’s, long before dating apps and swipes.
What followed was fifteen years of partnership, deployments, and eleven moves. In 2020, they sold nearly everything, bought a truck and fifth wheel, and traveled the country for 10 months before landing in Scottsdale, Arizona. It was there that Beckon was born—an audacious business rooted in the belief that people can live at higher frequency every day.
For a behind-the-scenes look at how building something sacred while juggling family life feels, read When the Vision Feels Bigger Than You: Building Businesses While Growing a Baby.
What Is An Audacious Goal?
Sam puts it simply: an audacious goal is one so big it almost feels embarrassing to say aloud. Like the night he declared his intention to make $100,000 a day. Some people laughed. Others stared in disbelief. But beneath it all was curiosity—and maybe even respect.
Jaclyn, on the other hand, has always been wired for the audacious. As a little girl, she dreamed of being a famous musician. Though that path shifted, it shaped who she became, leading her into music, design, and entrepreneurship. Today, her audacious goals are just as bold—but grounded in gratitude, family, and faith.
Their shared long term goal as business partners? $8.6 million in a year—an amount that once would have felt impossible, but now feels within reach because they’ve learned to live as if it’s already true.
The Frequency of Belief
Here’s the heart of it: audacious goals don’t manifest by accident. They require alignment with what Jaclyn calls the frequency of belief.
She often describes a frequency chart where shame and guilt sit at the bottom, anger and boredom hover in the middle, and gratitude, joy, peace, and love vibrate at the top. Belief—deep, rooted belief—sits at the highest level.
Sam ties this back to scripture. Again and again in the New Testament, miracles happened because of belief. Not rules. Not rituals. Belief. It’s the same thread they see woven through their journey—every breakthrough has been less about mechanics and more about alignment with faith, trust, and energy.
This resonates with another post, The Blessing Behind the Breakdown, which reminds us that breakdowns often hold hidden gifts.
Facing Fear and Doubt
Big goals inevitably bring big fear. Fear of failing. Fear of looking foolish. Fear of being judged. Sam likens it to skiing: whatever you stare at is where you’ll go. If you keep your eyes fixed on fear, you’ll run straight into it. But if you focus on your finish lines—the joy, the outcome, the expansion—you move toward what you want.
Jaclyn admits she feels those fears most often at night, lying awake with anxious thoughts. But she’s learned to gently redirect herself: Not today, Satan. We’re not going there. I choose a more loving thought. For her, it’s often as simple as picturing her son’s face or practicing gratitude until her whole state shifts.
These aren’t just coping tools—they’re the successful habits of visionary companies and people who keep showing up for their BHAGs. They live as if the dream is already real.
A Story from 50th Street
One of Jaclyn’s proudest moments came when Sam was off-grid on a rafting trip, unreachable. She had to decide—on her own—whether to pursue their largest real estate deal to date, nearly $700,000.
She did the research, trusted her gut, and leaned on her belief. The deal closed. Within a week, it flipped into an almost six-figure return. For her, the victory wasn’t just financial—it was living proof that audacious goals demand courage, trust, and action, even when the path feels uncertain.
New Insights and Tips
Since first sharing this message, Jaclyn and Sam have found a few more tools that help them (and anyone) move toward audacious goals:
Break it down into finish lines. Don’t wait until the very end to celebrate. Create micro-milestones that build momentum.
Pair habits for success. Link a new growth habit (like daily journaling) to something you already do, making it easier to stay consistent.
Keep your mission statements fresh. Revisit them quarterly so they stay aligned with your current season of life.
Honor the sense of urgency. BHAGs thrive on momentum. Add accountability and deadlines so energy doesn’t fade.
Visualize your future self daily. Step into the energy of the person who has already achieved the goal—because who you’re becoming matters more than the mechanics.
For more on embodying who you’re becoming, you might love Self-Worth & Success: Living from the Frequency of Who You’re Becoming.
Final Thought: Thank You
For Jaclyn and Sam, audacious goals aren’t just about numbers on a board. They’re about who you become in the pursuit. They’re about saying yes when fear says no. They’re about believing, over and over again, that God, the universe, and your own resilience will meet you halfway.
So what about you?
What is your true BHAG?
What would it feel like to live daily on the frequency of belief?
And what long term goal would light you up if you had the courage to claim it?
Live on purpose. Live on frequency. And let your audacious goals beckon you forward.
Ien Araneta - editor of The Freq Show & The Beckon Times
