On January 16th, 2003, the Columbia space shuttle mission launched. After liftoff large chunks of spray-on foam insulation (SOFI) broke off from an external tank and struck the left wing. As a result Columbia and its seven crew members were orbiting Earth with possible wing damage. Would Columbia survive re-entry into Earth’s atmosphere or would the wing damage cause the spacecraft to be torn apart?
It’s Friday afternoon, you work in advertising, so you’re enjoying a lukewarm pint in your crowded local pub. Oblivious to the background chatter, you listen to your colleague’s latest preposterous anecdote. Then your ears perk up: faintly from across the room, you’re sure you heard your name.
Until fairly recently, in a business sense many marketers thought in terms of a very simple racial dichotomy: White vs. Not Interested.
Think of a song. A simple, well known tune.
Next time you’re at the theater and you hear deafening applause, be suspicious. It might be a sign that the show’s excellent.
