Mission control

Institutional leadership requires the assertion – not simply the development – of a vision. GreenHouse principals worked with top officials at NASA’s Langley Research Center, the space agency’s longtime home of R&D, to develop a framework for asserting the agency’s vision to Congress, the private sector and the public.

There is no shortage of vision at NASA. But the agency had become overly reliant on passive strategies, such as waiting for a U.S. president to set the space exploration agenda just like John F. Kennedy did in 1962.

But the social norms around “the vision thing” have changed. Adam Frankel, a presidential speechwriter we tapped for the project, explained:

“When JFK challenged us to go to the Moon, he was essentially challenging NASA,” Frankel said. “Now that would be different. It would be the president calling on NASA and all of the American people who are interested in this work. The ‘we’ would be different. That’s the opportunity.”