The SpaceX mindset
SpaceX isn’t just launching rockets; they’re rewriting the rules of the aerospace industry. Their groundbreaking approach, combining first principles thinking with relentless iteration, has allowed them to achieve what was once thought impossible.
When you first look at SpaceX, what they do fascinates you—rockets. The longer you look, the more you realise that how they do it is just as impressive. You don’t revolutionise an industry dominated by nations without thinking differently. SpaceX now delivers more payload to orbit than the rest of the world combined. This wasn’t a fluke; it was the result of a fundamentally different approach, rooted in first principles and relentless iteration. If there’s one thing content marketers can learn from SpaceX, it’s this revolutionary mindset.
Systems Thinking: Seeing the Whole Picture
At SpaceX, every engineer is a systems engineer. They don’t just focus on their own part of the project; they understand how their part fits into the performance of the vehicle and the production line, emphasising reusability and efficiency. This holistic view ensures that each vehicle can work within the systems that allow for scaling the performance of launch to orbit as a service and business. Similarly, in content marketing, it's crucial to see each piece of content as a gear in an ever-evolving machine. Each gear must not only perform its function but also adapt and respond to changes, continuously improving the performance of the entire machine and driving the business towards its desired outcomes.
Iteration: The Path to Getting Less Wrong
SpaceX iterates. They recognise that initial designs are educated guesses - hypotheses to be tested against reality. Instead of aiming for an illusory perfection, they build, test, learn, and repeat. This iterative process is fundamental. In content marketing, as in rocket science, your first attempt is always a "least wrong guess." You can't truly know what works until you collide with reality. That's why iteration must be built into the process. Each cycle brings you closer to what actually resonates with your audience or solves your engineering challenge. It's not about getting it right the first time; it's about systematically getting less wrong with each iteration. Publish, analyse, tweak, and publish again. Each step refines your understanding and improves your output.
Embracing Failure: The Ultimate Learning Tool
SpaceX embraces failure. They understand that failure isn’t the end; it’s a step toward success. This is a tough pill to swallow in marketing, where the pressure to succeed can be immense. But here’s the thing: failure is feedback. Each failure tells you what doesn’t work, guiding you closer to what does. Embrace it. Learn from it. Use it to fuel your next attempt.
Integration: The Power of In-House Teams
One of SpaceX’s secrets is vertical integration—they control every aspect of production. This gives them incredible agility. For content marketers, this means building teams that can handle everything from ideation to execution. An integrated team can move faster, respond to changes more quickly, and maintain a cohesive engagement strategy across all content touch points.
Agility: Adapting to Change
SpaceX is agile. They adapt based on new data and insights. This agility is critical in content marketing, where the digital landscape changes rapidly. By focusing on key metrics and being ready to pivot, you ensure your content remains relevant and impactful. Agility isn’t just about moving quickly; it’s about moving intelligently.
Culture: Balancing Creativity and Discipline
SpaceX has cultivated a high-performance culture where creativity and discipline coexist. This is essential in content marketing. Encourage bold ideas, but also instill a sense of responsibility. Great content comes from teams that are both innovative and accountable. Foster a culture where questioning the status quo is encouraged, and the pursuit of excellence is the norm.
Conclusion
SpaceX’s principles—systems thinking, iteration, embracing failure, integration, agility, and a high-performance culture—offer a blueprint for transforming content marketing. By adopting these principles, we can create more cohesive, innovative, and effective campaigns. This isn’t just about better content; it’s about a better way of thinking. And that’s something worth striving for.
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Sage Dillon
Founder & Creative Director
sage@roguedivisions.com
+44 (0)7518 155 529