Our Big Hairy Audacious Goal at FMC

Why We Chose Our BHAG: ‘To Become Canada’s most trusted life safety platform’— and What It Means for Our Customers

Message from the CEO “To become Canada’s most trusted life safety platform while maintaining the integrity that is the core to our company’s values.” Kevin Allison

As Fire Monitoring of Canada Inc. continues to grow, one question has guided nearly every strategic conversation we’ve had:

How do we scale without losing what makes us who we are?

Growth is exciting. It brings opportunity, innovation, and broader impact. But it also brings risk — especially in an industry like life safety, where trust, responsiveness, and relationships matter just as much as technology. That question led us to define a clear BHAG — a Big Hairy Audacious Goal — to guide our long-term direction.

Our BHAG

To become Canada’s most trusted life safety platform — delivering everything our customers need without ever becoming impersonal.

This isn’t a marketing slogan. It’s a strategic compass.

Why a BHAG Matters

In Beyond Entrepreneurship 2.0 by Jim Collins and Bill Lazier, the authors emphasize the importance of defining a long-term, audacious goal that stretches an organization while remaining deeply aligned with its core values. A BHAG is meant to do one thing exceptionally well:

Create clarity and alignment as complexity increases.

As companies grow, decisions multiply. Teams expand. Systems evolve. Without a unifying long-term aim, growth can easily become reactive instead of intentional.

Our BHAG gives us a filter:

• Does this decision increase trust?
• Does it simplify life safety for our customers?
• Does it preserve the human relationships we value?

If the answer is no — we rethink it.

Why “Most Trusted” Matters More Than “Biggest”

We intentionally didn’t choose a BHAG focused on size, revenue, or market share.

In life safety, trust is the true currency.

Trust means:

• Systems work when they’re needed most
• Calls are answered by people who care
• Customers know exactly who to call — and don’t have to explain themselves twice

Being the most trusted life safety platform means earning confidence every day, across every interaction — from monitoring and inspections to service, compliance, and support.

One Platform. One Relationship. No Runaround.

Life safety has traditionally been fragmented. Different vendors. Mulitple phone numbers. Separate contracts. Different standards.

Our BHAG commits us to something better:

Delivering everything our customers need — through one relationship.

That means:

• Fewer handoffs
• Clear accountability
• A single point of contact
• Integrated systems and services that actually work together

As we grow, our goal is not to add complexity — but to remove it.

Growth Without Becoming Impersonal

Perhaps the most important part of our BHAG is the final line:

“…without ever becoming impersonal.”

Growth often pressures companies to standardize at the expense of relationships. We believe that’s a false trade-off.

At Fire Monitoring of Canada, our culture has always felt more like a family than a corporation — and that isn’t accidental. It’s something we actively protect.

This BHAG makes that expectation explicit:

• Technology should support people, not replace them
• Scale should increase consistency, not distance
• Processes should improve service, not eliminate empathy

As Collins and Lazier emphasize, enduring companies grow without abandoning their core identity. Our BHAG ensures we do exactly that.

What This Means Going Forward

This BHAG will shape:

• How we design services
• How we choose partners
• How we invest in technology
• Our hiring, training, and leadership strategies

Most importantly, it defines what our customers can always expect from us — today and years from now.

Growth with purpose.
Technology with humanity.
Life safety built on trust.

That’s the future we’re building at Fire Monitoring of Canada. If we continue to meet both our internal and external stakeholders’ expectations, we will meet our BHAG, and become Canada’s most trusted life safety platform.