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Marketing Lessons From NASA |
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Người viết: Webmaster
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01/02/2007 |
 NASA Administrator Michael Griffin was given the Quasar Award, which is given to
folks who "contribute greatly" to the Houston-area economy. And while many of
you might not care about Houston or space or award dinners (that you're not
invited to), I think his
speech at that dinner is fascinating. In fact, it reads like something from
the Viewpoint section of Ad Age. He kicks things off by mentioning that the American people love NASA, but
they're not quite sure why.
"So NASA has what in the marketing discipline would
be called very strong brand loyalty, even though people are not familiar in
detail with what we do or why they like it. "
An interesting problem for
any company to have, indeed. Then he delves deeper into "reasons" put forward
for space exploration. And while much of it sounds like marketing, all of it
sounds like basic human psychology.
He adds:
Real Reasons are
intuitive and compelling to all of us, but they're not immediately logical.
They're exactly the opposite of Acceptable Reasons, which are eminently logical
but neither intuitive nor emotionally compelling. The Real Reasons we do things
like exploring space involve competitiveness, curiosity and monument building.
To me, the irony is that when we do hard things for the right
reasons – for the Real Reasons – we end up actually satisfying all the goals of
the Acceptable Reasons.
Even though it's from a NASA guy, I'm pretty
sure that still won't impress a procurement officer. Either way, this one's a
must-read.
(Source: Advertising age)
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