Business Lessons from the Apollo Moon Program by OPEN Forum

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one of America’s finest moments was the Apollo space mission during live coverage millions watched NASA land the first man on the Moon in our gas new book he demonstrates how this voyage became one of the most successful marketing and public relations stories of the 20th century plus he shares lessons for business owners who want to shoot for the moon themselves David Meerman Scott is a marketing and leadership strategist as well as the co-author of the new book entitled marketing the moon the selling of the apollo lunar program it’s great to see you good to be I love the name of that book marketing thank you thank you I mean what an audacious project can you imagine that we sent 12 humans of the surface of the Moon we spent four percent of our national budget for over a decade two percent of the workforce in the United States for a decade to do this crazy project but i love how then you take it i mean i don’t think most of us think of it as a marketing as a marketing issued a PR sets up so tell us what we can learn so i became so passionate about the Apollo program even geek out by having these Kaiba collection of Apollo stuff this has polluted the service of the moon on apollo 17 this pencil was on Apollo 9 but the idea of us getting to the moon was just incredible as a marketing challenge because Kennedy President Kennedy had to convince the American people that we needed to do this so thinking big and thinking audacious is something that all entrepreneurs should be doing so in essence he had to let’s just think of the American people as his customers yeah that’s right actually he had to get his customers to buy into his vision like Steve Jobs did with apple exactly and and because if they didn’t it’s like no we can’t spend that kind of money uh and so just like a somebody in business can say I’m going to do a crazy audacious project I’m going to make this happen that’s what we did to get to the moon and be excited about it so that I want to follow you you are a leader that I care about your so excited I want to be a part of these right be passionate about it the other thing they did which was great was they partnered so it wasn’t just NASA a lot of people think it was just NASA that got us to the moon but it was actually NASA and hundreds and hundreds of American companies universities and people that got us there and the partnership was incredible between the different companies Boeing and Raytheon an IBM and many many many smaller companies so the idea of being a partner with somebody to achieve a great result you know you can’t just go it alone and if you take that from the marketing perspective to right so I’m a company I have all these partners who also want to see me succeed yes so I’ve got their enthusiasm kind of their boots on the ground also trying to push this product in this case landing on the moon that’s exactly right and we never would have done it without without all of those people behind it okay the next one you say is have a powerful story well that is easy when you are going to the moon what if I’m developing a new Cup how is my story how can I get up story as powerful this cup has got to be the best cup in the world for this particular reason and that story has to unify everybody in your organization so that everyone is pointing in the same direction you know a lot of times companies say we want to achieve a certain financial result or we want to get acquired in the next two years or whatever their their goal like that is but that doesn’t motivate people that doesn’t get customers excited but something about the story about how your cup is so fantastic well gosh you know the company nest it just came out with a fire detector and everyone’s excited about this beautiful fire fire alarm for your home and that’s not going to the moon but they’ve got the story and their other products a story about temperature it was a great story and people bought into them I gotta control the temperature in my house from my iphone what’s cooler than that okay then finally be open and transparent in business what was fascinating about the Apollo program it was completely open compared to the Soviet program which was closed we had live television from the moon we could hear the astronauts communicate when Apollo 13 had a problem we knew about it and that openness and transparency is something that companies should do too so being open on social networks telling it like it is try not to hide things from your customers from your employees and you can grow grow great I think that is something that is very of this time and people really appreciate because they feel part of the process yes and you get loyalty because of that and everyone knows what’s going on I mean social with social media with 24 7 News I mean you’re going to get found out so be open about it already all right well congratulations on the most beautiful and it’s so great to see you great to see you