The first goal was the Big Hairy Audacious Goal, what Collins describes as a goal that falls “well outside the comfort zone” and is “so clear and compelling it requires little or no explanation.” Carbon’s BHAG was exceptionally high returns only—for the next fifteen years. There was no talk of brand, no vision about the world, no values-driven mission statement. Nothing about passions, inspirations, or disruptions. Many funds and fund managers will try to differentiate themselves through branding of some kind, and most entrepreneurs say the brand of a VC makes a difference when deciding which fund’s capital to accept. But Carbon seemed to believe that money is money is money. It was the models, the numbers, that reigned supreme.