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David Meerman Scott & Richard Jurek, Friday, 4-18-14 April 19, 2014

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David Meerman Scott & Richard Jurek, Friday, 4-18-14

“Marketing The Moon:  The Selling of the Apollo Lunar Program”


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Guests:  David Steerman Scott, Richard Jurek.  Topic:  Mr. Scott & Mr. Jurek’s top new book, “Marketing the Moon:  The Selling of the Apollo Lunar Program.”  Please direct all comments and questions regarding Space Show programs/guest(s) to the Space Show blog, https://thespaceshow.wordpress.com.  Comments and questions should be relevant to the specific Space Show program. Written Transcripts of Space Show programs are a violation of our copyright and are not permitted without prior written consent, even if for your own use. We do not permit the commercial use of Space Show programs or any part thereof, nor do we permit editing, YouTube clips, or clips placed on other private channels & websites. Space Show programs can be quoted, but the quote must be cited or referenced using the proper citation format. Contact The Space Show for further information. In addition, please remember that your Amazon purchases can help support The Space Show/OGLF. See http://www.onegiantleapfoundation.org/amazon.htm.  For those listening to archives using live365.com and rating the programs, please email me as to why you assign a specific rating to the show. This will help me bring better programming to the audience.

We welcomed David Steerman Scott & Richard Jurek to the show to discuss their excellent new book, “Marketing the Moon:  The Selling of the Apollo Lunar Program” (www.marketingthemoon.com). This was a 75 minute show without a break.  We started out talking about how the two authors met & decided to collaborate in writing this book.  As you will hear, both are marketing experts and when they met they wondered why the marketing side of the Apollo program had not been written about so they decided to do it.  Not only is their book & this discussion about lessons learned, possible extrapolation points, & seldom if never heard history, it offers answers to many questions asked of guests & listeners on TSS but this time we got some answers that make sense.  Our guests talked about the massive NASA PR & outreach campaign launched to sell the early space program, plus the work the contractors did on their own with media kits, training the press how to handle the science/engineering to be able to explain it to us & more.  We talked about the time period, the U.S. at the time of Apollo, television then and now as well as newspapers & print media then & now.  Our guests also talked about the distribution today for PR & information which is radically different from the days of Apollo.  Both our guests described important attributes for a space program to work.  Some of these included a quest story, defined mission goals, targeted goals & timelines, the need to avoid mission design creep, the need for a global imperative, & a WHY for the mission that drives the mission.  Examples were provided including the Red Bull Stratos jump which did all of the above & the VSE under President Bush which came up lacking.  Listeners asked lots of email questions including asking if a mission could sell itself with demonstrated engineering, technology, and science.  The answer was doubtful but listen to what our guests had to say about this issue.  We talked about missed opportunities over time as great opportunities for audacious and daring projects seldom come around.  They talked about a missed opportunity at the time of 9/11 by going for the Iraq War instead of an Apollo like world game changing program, even one not involved with space.  Later in our discussion, our guests provided us with one of the best reasons for going back to the Moon & doing space programs, especially for human spaceflight. I’m referring to Apollo changing the world forever for the best by spawning youngsters to create Microsoft, Apple, Intel, etc.   These companies & others,  while not directly space companies, used space technology and the energy from that era to build and design revolutionary systems, products, & services that nobody could even come close to predicting at the time.  Don’t miss this important part of our discussion.

Post your comments/questions on TSS blog above.  You can reach either of our guests through me.

Rand Simberg, Tuesday, 5-15-12 May 16, 2012

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Rand Simberg, Tuesday, 5-15-12


Guest:  Rand Simberg.  Topics:  Space Frontier property rights and risk aversion.  You are invited to comment, ask questions, and discuss the Space Show program/guest(s) on the Space Show blog, https://thespaceshow.wordpress.com. Comments, questions, and any discussion must be relevant and applicable to Space Show programming. Transcripts of Space Show programs are not permitted without prior written consent from The Space Show (even if for personal use) & are a violation of the Space Show copyright.  We welcomed back Rand Simberg to discuss his research paper on space property rights, Homesteading the Final Frontier (http://cei.org/sites/default/files/Rand%20Simberg%20-%20Homesteading%20the%20Final%20Frontier.pdf).  In the second part of the program, we discussed his next project focusing on our being too risk averse.  Our property rights discussion addressed many areas including land claims, the Outer Space Treaty, the Moon Treaty, English Common Law, royalty payments, commercial space development & enhancement, government regulation, marketable space real estate, both the Antarctica & Arctic models,  & the Law of the Sea Treaty.  Issues about launch country liability/responsibility were discussed & several listeners commented to Rand on his ideas, both for & con.  I also strongly recommend you read his paper per the URL above as he does a good job of laying out his idea and why he believes it to be both viable and important.

In the last segment, we switched topics to his newest project dealing with risk aversion.  He said the working title of his new project would be “We Are Not Killing Enough People.”  When I questioned him about the wisdom of such an inflammatory title, he said it was meant to get attention.  Listen to the discussion and see what you think.  Rand & listeners cited many examples of what is believed to be excessive regulation that either already does or has the potential to limit our choices as to what we can and cannot do.  I also cited examples from my own life about choosing risky things to do without having to be concerned about government regulations at the time.  But Rand kept the topic focused on space as much as possible & put forth a strong case for individual choice as long as it does not impact third parties & he made a strong connection with choice to economic growth, development, & resource expansion/utilization.  He also talked about the need to be free to fail and that frontiers have never been settled throughout history without the loss of life.  Near the end of the program, one listener said to Rand that “life without risk is a fantasy.”  Our congress was a big part of the focus of the discussion & here, Rand suggested that since most in Congress don’t care that much about space & most people don’t either, that when we write to our representatives, our letters have more impact than usual because they so seldom here from space supporters other than those in the industry lobbying for this or that policy.  Rand received lots of agreement on his risk conclusions & his idea that more people need to die to develop the frontier, but he also got strong opposition to his ideas.  Bill was one who opposed Rand’s ideas from a marketing & adverse publicity perspective.  Jim suggested that Rand & others needed to convince the public & Congress that space was a frontier and that it was actually worth dying for in settling/taming it.  For the most part, there was strong support for being less risk averse & for settling & economically developing the space frontier.  When Rand’s new project is published, I will be sure to call your attention to it so you can read & evaluate it for yourself.

Please post your comments/questions on The Space Show blog above.  Rand can be contacted through his own blog, Transterrestrial Musings at www.transterrestrial.com.  You can also comment on his Space Show appearance on his blog in addition to our blog.