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Launch: How to Quickly Propel Your Business Beyond the Competition by Michael A. Stelzner

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Chapter 2

Starting Your Mission Plan

But why, some say, the moon? Why choose this as our goal? And they may as well ask why climb the highest mountain?

—John F. Kennedy, May 1961

Do you know where you want to go? In the summer of 1969, more than eight years after President Kennedy declared the United States would land a man on the moon, Apollo 11 took flight in a historic event. Yes, at least eight years of planning went into this mission.

Prior to this accomplishment, the United States had launched men into space four other times in preparation for the big event. Through systematic tests and modifications, the National Aeronautics and Space Administration (NASA) was able to accomplish what seemed impossible only a few years earlier.

NASA didn't expect to land on the moon in their earlier missions. In fact, that was never the goal. Instead, they were constantly improving, in preparation for their ultimate mission.

What can space travel teach you about marketing and business growth? A lot. Similar to the concepts in the elevation principle, there's a time and a place for everything. And the chances of launching your business into outer space without planning are about zero.

In this chapter, I'll help you create a mission plan using the elements of the elevation principle discussed in Chapter 1. We'll examine concepts like determining your vision, creating content goals, and setting a trajectory.

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