When Jeff Bezos is quoted as saying future Earthlings will be living in space – as he did in an article in today’s newspapers – was he tripping? I don’t think so. It’s probably going to happen. Just as there will be self-driving cars and a cure for cancer. But the likelihood that Blue Origin, his space travel company, will be around or even contribute to space life is low. This so-called “space shot” bet by one the world’s most brilliant and effective marketers is, however, instructive.
Space shot proclamations are not just the provenance of billionaires. They are for business owner of every stripe and color. While with Zude, a web start-up, I once proclaimed “In the future every person will have their own website.” And I wasn’t talking about a Facebook page either.
Every good business owner needs to understand the blocking and tackling of business “today,” but also they must see the “future.” Only then can they help shape the future.
When a pizza parlor owner says s/he will make the best tasting pizza in town, then buys ingredients from Restaurant Depot with all the other pizza shops, that’s blocking and tackling; it’s not a moon shot. The best brand builders and marketers desire the future. It keeps them up at night and sometimes makes for wonderful dreams.