GARC.SPACE EST 1956
The First Commercial Space Company A Public Benefit Corporation with the chartered aim of :
Providing formal and informal opportunities that educate and inspire both stakeholders and the public about future space development Offices:
Huntsville - USA
Toronto - Canada
Harwell - UK What’s The Story?
Examining the Underpinning Role of Grand Narrative In Managing a Prosperous Peaceful and Meaningful Space Future
ORLANDO Stephen McNeilly Strategy & Communications Story is a human technology that serves to fuse values and goals, it galvanizes effort and signals the consequences of different future actions. Historically civilisations that have shared a story have excelled through belief, often when it counts in prioritising the qualitative with the quantitative.
Now, in addition to the technological hurdles, the space stakeholder community faces stark social and fiscal engineering challenges. As conventional media undergoes unprecedented and successive waves of disruption and a growing multitude of actors become sources, story has become diluted, distorted, refactored, manipulated and fundamentally challenged like never before.
What worked in the past? what has changed? how might we work together to revitalise the incredible power of story to sustain generations of space investors and workers. In the emerging era of great power competition how might we cooperate to share the coherent, compelling stories needed to ensure our cultural direction proves itself vital and capable in a prosperous cooperative and robust space future. Stephen McNeilly Strategy & Communications Robert Godwin: How via the space library project the space industry history is being preserved and used today and how it can be used more effectively to underpin the essential stories of the future. How the industry has been sold and represented over time.
John Belk Lange: How curated representation frames story and moves a generation. How industry has cooperated in the past to form a coherent and compelling vision of a prosperous space future.
Stephen McNeilly: How communicating integrated visions and scenarios with broadly appealing goals can widen political support while fulfilling strategic messaging goals. And why a more fundamental story must be retold in new forms to anchor supportive behaviour in noisy, complex and changing times. Considered approaches to how to accomplish this for the industry today are sketched out. What’s The Story?
Examining the Underpinning Role of Grand Narrative In Managing a Prosperous Peaceful and Meaningful Space Future
ROBERT GODWIN – RESEARCH & MEDIA
ORLANDO, FL 2019 Robert Godwin Research & Media
WORKED WITH THESE Robert Godwin Research & Media
TO PRODUCE THESE Robert Godwin Research & Media "It's about time someone did this right." Jim Lovell - Apollo 13
"I believe your books are the best reference material that someone could use." Guenter Wendt - Pad Leader Cape Canaveral
"Should be on the desk of everyone working on the next lunar lander.“ Dick Gordon - Apollo 12
"A treasure for the serious student of space exploration.“ Ed Mitchell - Apollo 14
"...a profound contribution to space literature." Spaceflight Magazine TESTIMONIALS "...deserves a place in every scientific library..." Sir Patrick Moore
"A fascinating and fun book." Tom Hanks
"The most ambitious look at our space program to date." Playboy
"A unique reference." Library Journal
"Marvelous. I'm afraid I'm going to lose a lot of sleep.” Sir Arthur C Clarke Robert Godwin Research & Media
BUT IT’S OVER.. Robert Godwin Research & Media
BUT IT’S OVER.. 90% of book stores have closed in the last 10 years Robert Godwin Research & Media
PROS:
• Software is very powerful This is the actual • Infinitely scalable database Wikipedia page for WIKIPEDIA Apollo 11 ISSUES CONS: A mere 6000 words
• Who wrote it • Schools hate it “HIVE MIND” • The voice of the individual is NO AUTHOR parsed out of existence Robert Godwin Research & Media
18 million “hits” for “Mars”
Driven by Popularity YOUTUBE ISSUES Lots of Noise
Bruno Mars Anyone?
NO CONTEXT Robert Godwin Research & Media
4 million “hits” for “Moon Landing”.
“Moon Hoax” is four out of top six “hits” GOOGLE ISSUES Two of them are Wikipedia and one is a cartoon.
Search result is entirely driven by popularity and cookies. NO CONTEXT No intelligent search Robert Godwin Research & Media
Schools and Universities are desperate for reliable, peer reviewed content
Cengage is one of the largest content providers ($2 billion)
They have ONE Document on Apollo Robert Godwin Research & Media
GOVERNMENT HOSTS ARE CURRENTLY CHALLENGED
MANY REPOSITORIES ARE CLOSING DOWN Robert Godwin Research & Media
NEW PERSPECTIVES FROM OLD DATA Robert Godwin Research & Media
These people have left us
Don Beattie Phil Lapp
WHY?
Michael Fred Ordway Lennick
Frank Sietzen Guenter Wendt Rhett Turner Robert Godwin Research & Media INDIVIDUALLY THOSE PEOPLE
Ran the launch pad white room at the Cape Wrote von Braun’s speeches Began Canada’s Space Program WHY? Made space documentaries for Discovery Channel & the USAF Ran Space.com Trained the Apollo astronauts Helped make 2001 A Space Odyssey Started the ISS program Ran global U.S. government space news during the Cold War Robert Godwin Research & Media
HERE IS THEIR STUFF..
WHY? Robert Godwin Research & Media
• Providing a common dissemination platform for institutional archivists • Stopping the rot of scattered small initiatives with unrealistic aspirations SAVING RESEARCH • Reducing expedient material shedding and distorted partial digitizations
• Anchoring and validating industry stories • Preserving approaches, failures and successes • Providing future engineers lessons and inspiration Robert Godwin Research & Media
BETA PROGRAM SO FAR 35,000 Pages 10,000 Documents 300 Hours Unique Video 600 Hours Unique Audio Robert Godwin Research & Media CURATED INDUSTRY FACTS FOR EDUCATION
INSTITUTIONS Robert Godwin Research & Media
POPULAR CULTURE EXHIBITIONS Robert Godwin Research & Media
POPULAR CULTURE EXHIBITIONS Robert Godwin Research & Media
COLLECTION MANAGEMENT Robert Godwin Research & Media CENTRALIZED INDEX PORTAL INITIATIVE
• 20 stand-alone archive indices identified
• These are in vulnerable silos and have low visibility
• They contain KEY rationale material in support of a space future
INDEX COLLATION • We have visited them all
• Archivists want more exposure for their collections
• We are helping digitize material for some of them
• Library Beta has already created unique indices of offsite material
• A centralized portal of indices is now possible Robert Godwin Research & Media
INDEX COLLATION Robert Godwin Research & Media LIBRARY PHASE II & III
• Funding an assured industry history for all stakeholders
• New openly accessible standards compliant platform
• A new mobile-friendly graphic digital library front-end NEXT STEPS • Ingesting further targeted archives to support space strategy
• Adding a vast linked narrative from our 200+ publications
• Magazine-like collection highlights and subject focus spots
• Expanding archivist and institutional partners Robert Godwin Research & Media By targeting specific archives of interest we can support the rationale on emerging themes. Highlighting past studies and conclusions can be used to inform and support the present.
Nuclear Propulsion & Surface Power Lunar Operations STRATEGIC ROLE Passive and Active Radiation Shielding Space Power Transmission Space Medicine
Supplying journalists with topical material guides
Providing links to original supportive documents
Promoting helpful archive finds in the press Robert Godwin Research & Media
• Endorsement and networking support NEEDED NOW • First-mover support for the phase II 3-year development plan
• Matching industry sponsorship and support Robert Godwin Research & Media
General Astronautics has an archive packed with first-hand experience and detail Building the Space Library has created a unique evidence resource. Researching and publishing 200 books has added a rich, verified narrative. PUTTING THE RESEARCH TO WORK This combination of resources has given General Astronautics a uniquely long historical perspective and offered us analytical insights into the role of grand narrative and the effects of strategic story telling. Robert Godwin Research & Media
MASS MEDIA Robert Godwin Research & Media
MASS MEDIA Robert Godwin Research & Media
TRUSTED VOICES What’s The Story?
Examining the Underpinning Role of Grand Narrative In Managing a Prosperous Peaceful and Meaningful Space Future
JOHN BELK LANGE – INTERPRETATION & PRODUCTION
ORLANDO, FL 2019 John Belk Lange Interpretation & Production
INSPIRATIONAL John Belk Lange Interpretation & Production
FUTURE PROJECTS John Belk Lange Interpretation & Production
ORDWAY WORDS LANGE IMAGES John Belk Lange Interpretation & Production
SERIOUS INTENT John Belk Lange Interpretation & Production
COOPERATION 2 Minutes John Belk Lange Interpretation & Production
CONVINCING John Belk Lange Interpretation & Production
TRIVIA John Belk Lange Interpretation & Production
EASTER EGG John Belk Lange Interpretation & Production
VERNON MYERS 2 Minutes John Belk Lange Interpretation & Production USA/USSR SCENARIO
COMMERCIAL SPACE SHARED HUB CONVIVIAL RELATIONS COUNTRY VISITS NATIONAL BASES NATIONAL SECURITY NATIONAL SECRETS NATIONAL PROJECTS INTERNATIONAL RULES RULES OF THE SEA John Belk Lange Interpretation & Production
RACE OVER What’s The Story?
Examining the Underpinning Role of Grand Narrative In Managing a Prosperous Peaceful and Meaningful Space Future
STEPHEN MCNEILLY - STRATEGY & COMMUNICATIONS
ORLANDO, FL 2019 Stephen McNeilly Strategy & Communications
“MODERN” CONCERNS
CHANGING TIMES REQUIRE NEW MESSAGES
SHAPING INTERNATIONAL OPINION
DEFINING WHAT IS “BARBARIC” Stephen McNeilly Strategy & Communications
“MODERN” CONCERNS
BACK TO THE FUTURE
SPACE FORCE
C4ISR ASSURANCE
ORIGINAL 1964 Stephen McNeilly Strategy & Communications
“MODERN” CONCERNS
BACK TO THE FUTURE
LUNAR GATEWAY
1964 Stephen McNeilly Strategy & Communications
“MODERN” CONCERNS
BACK TO THE FUTURE
“FAST MUNITIONS”
A2AD COUNTER
1964 Stephen McNeilly Strategy & Communications Astronaut
POPULARITY
ENGLISH PRINT CORPUS
@ 3 MILLION BOOKS
NORMALISED FOR VOLUME Lunar Base
A GUIDE ONLY
INFORMATIVE Stephen McNeilly Orbital Strategy & Communications
POPULARITY
ENGLISH PRINT CORPUS
@ 3 MILLION BOOKS
NORMALISED FOR VOLUME Space Station A GUIDE ONLY
INFORMATIVE Stephen McNeilly NASA Budget adjusted to 2019 $ by Presidential Party Strategy & Communications
ALL PUSH - LITTLE PULL EVEN IN DECLINE Stephen McNeilly Strategy & Communications We need to invest in orchestrating a wider and deeper level of belief in space exploration and exploitation
We can do this on emotional, instinctual and psychological basis
Important decisions are made on qualitative grounds
We need to address the sole focus upon technology which has caused many of us to lose sight of the qualitative reasons
A common story people can get behind
One that can Increase cross industry mission coherence
Conviction and resilience across administrations, factions.
Ease governance and support for internal changes Stephen McNeilly Strategy & Communications A story that puts these risky landings in context
A story that widens belief and cross party support
A story that endures setbacks
Makes noble the engineering battleground of the moon
The nations attention will focus on Artemis to saturation
The industry needs to start building wider support resilience and sustenance beyond those missions now
We need to actively set about bringing in values and believe in the whole enterprise Stephen McNeilly Strategy & Communications
The best way to plan a good future is to eliminate overly limited or false impressions of the past and present
We are at a highly vulnerable point
Political risk to programs remains high
Correspondingly cultural fitness is low
The cultural Injury of failure and blame now would be profound
We need to build in the resilience to carry us forward regardless
Establishing a powerful grand narrative will achieve this at little cost Stephen McNeilly Strategy & Communications
PULL OVER PUSH EXAMPLE
OUR CULTURES BASELINE PHYSICAL GRAND NARRATIVE
HOW DOES THIS MAKE YOU FEEL ABOUT SPACE? Stephen McNeilly Strategy & Communications
We have neglected to invest in cultural belief
We need to form up and rally around a new cultural phenomenon
Something inclusive that draws in contribution and momentum
Something a greater majority of people can believe in
With messages they will pay to receive
Messages all industry wants to be associated with Stephen McNeilly Strategy & Communications We need to create new key acceptance themes within our stories and scenarios.
Nuclear Propulsion and surface power gives options saves lives and reduces radiation damage
Military in space cooperate to provide safe harbours, passage, rescue and abort services
FICTIONAL SCENARIO Lunar farside Guardian telescope array INFLUENCE THEMES With International Instruments village
Lunar nearside Earthlab for sun-earth interaction
Astrobiology examination of Lunar ice
Active magnetic shielding testbeds Stephen McNeilly Strategy & Communications
SNEEK WORK PREVIEW Stephen McNeilly Strategy & Communications
Outposts Program
A virtual spaceport and off-world demonstrator More than entertainment Outposts will have a profound effect on how we think about space.
Consisting of powerful interlocking experience spaces and documentaries, applying fact based storytelling and vivid immersive media the outposts program innovates memorable messaging about space investment and development.
The product of three years of research – focused, distilled and articulated – Outposts is an example of compelling strategic media. Stephen McNeilly Strategy & Communications
Outposts – The Overview Rooms
A large group immersive experience of a believably engineered in orbit hotel-like environment designed to induce an emotional experience of our planet “the overview effect” and other themes Stephen McNeilly Strategy & Communications Stephen McNeilly Strategy & Communications Stephen McNeilly Strategy & Communications Stephen McNeilly Strategy & Communications
Outposts – The Holohab Deck
A transportable modular habitat complex, with consistently simulated viewports, wherein each specialised habitat element is sponsored and dressed by a significant global company. Stephen McNeilly Strategy & Communications
BRAND SPONSORED MODULES
COMMON CRITERIA
ALLIGNED MESSAGES
INTERNATIONAL BRANDS
INCREASED EXPOSURE SURFACE
SONY - CREW LOUNGE GE - MEDICAL BAY BAYER - BIOPODS NIKE - SLEEP PODS Stephen McNeilly Strategy & Communications Stephen McNeilly Strategy & Communications
FINAL WORD THANK YOU AEROSPACE ALLIANCE