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IN THE SPACE RACE, GREATER SEATTLE IS A GLOBAL LEADER

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The following is an article I wrote for Greater Seattle Partners.

Today, NASA and SpaceX are preparing for an historic space launch that demonstrates the power of public and private partnerships. Two Americans will board the Falcon 9, Crew Dragon commercial spacecraft and visit the International Space Station (ISS) – a feat not done with humans aboard in 9 years. What has led us to this place in time is based on a stunning amount of innovation and collaboration.

We have come a long way in 60+ years. NASA’s foresight and willingness to embrace the commercialization of space is lowering costs and allowing a much broader range of companies to develop spacecraft and satellites. The supply chains are big and complex. An enormous array of products and solutions must be developed before that rocket and capsule get wheeled out to the launch pad.

Market Segments

As listed in the Puget Sound Regional Council report on the “Washington State Space Economy,” those market segments include everything from Spacecraft & Launch Vehicles – Propulsion Systems & Fuels – Navigation & Control – Computer Hardware, Software & Robotics – and much more.

Companies Changing the Landscape

The Greater Seattle region has long been at the forefront of these market segments. Boeing began building the Lunar Roving Vehicle (LRV) at its Kent, Wash., facility in 1969. Aerojet Rocketdyne’s Redmond-based facility produces 200-500 thrusters a year and has long supplied NASA with rocket engines for their most important missions. Other notable space companies that call our region home are:

According to our business data, there are more than 90 space-specific companies here. Connect with us if you would like more customized information.

Why Here?

Well, we of course all know this is a great place to live. But we are also #2 in the nation for aerospace engineers. In case you haven’t heard, Incredible Works Here. Investments in education and workforce training have been crucial:

  • The UW Aerospace Research Consortium (UW-ARC) supports close coordination with industry to provide for collaborative research and education opportunities, and support the commercialization of space technology developed at the university.
  • The Department of Aeronautics and Astronautics at the University of Washington Seattle provides bachelor’s, master’s, and doctoral degrees as well as certificate and continuing education courses, and has been at the forefront of research in aerospace for decades.
  • Centers at Washington State University have coordinated several research projects with NASA in multiple departments, ranging from engineering and chemistry to astrobiology.
  • The Center of Excellence in Aerospace and Advanced Manufacturing is located at Everett Community College in Snohomish County, and has coordinated grants for regional and statewide workforce development in areas related to manufacturing and aerospace.
  • The Aerospace Joint Apprenticeship Committee (AJAC) was created in 2008 to provide apprenticeship opportunities in aerospace and advanced manufacturing production.

More information can be found in this report.

Flying in to the Future

There is no doubt that space flight, and competing in space markets, is fraught with risk. But the Greater Seattle region has always risen to the occasion. In fact, our area is emerging as a “Global Hub for the Dawning Satellite Age.” With regional employment in the aerospace industry estimated at 88,000 jobs, and a huge tech community that also gave birth to the world’s two largest cloud computing companies (Amazon + Microsoft), Greater Seattle will continue to be at the forefront of technological advances in the space industry.

Musings

Be The Water

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I can be a creature of habit. I like certain routines. Comfort zones are my friend. With that being said, I’ve lived in 5 different states in the past 15 years. And in that same time I’ve worked for 4 different companies each with their own challenges, rewards and experiences. Most recently, I left a comfortable job of 7+ years to follow my wife to Seattle. I didn’t predict any of it.

I recently took my two boys to the gravesite of Bruce Lee and his son. I am not a cemetery seeker, but it was a sunny day in mid-winter, and the adjacent Volunteer Park designed by the Olmsted Company is a great place to visit. So we headed over. Standing in front of Lee’s grave reminded me of childhood and the awe of watching his movies. And not just his physicality, but the discipline and balance of his movements. He once delivered a now famous quote: “Be water, my friend.” I’m sure this quote represents different things for different people, but for me it is about being adaptable. It is about constantly improving based on whatever situations you face. And having the courage to break free from a pattern. So I am taking that and giving it to you as well for what it is worth.

Speaking of water, there has been a lot of it here in Washington recently, and I have had fun capturing it in its many forms. Side note: if you don’t know about eastern Washington geology then fire up Google and take a look. Imagine a skyscraper high wall of water moving at 80mph. You’d “be the water” whether you like it or not.

No water can be fun to!

Professional

Best States Ranking

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Seems like good timing when you move to Seattle, and then not long after the U.S. News & World Report releases their “Best States Ranking” with the state of Washington at the top of the list.

Education, fiscal stability and infrastructure are just a few of the categories they used to assess the strength of a particular region. After working in economic development for more than 7 years, and servicing EDs from the interactive agency side for more than 5 years, I can attest to how important these factors are to site consultants and companies. People often assume that discretionary and statutory incentives play the largest role in a company’s decision to relocate. And they wouldn’t be wrong. Job tax credits, R&D tax credits, investment tax credits, energy savings, and many other mechanisms to save companies money – that they can reinvest – are all very important.

But without the available workforce, and solid workforce training programs in place, any region is going to suffer over the long haul. Washington has that figured out, hence the reason they ranked #4 in that particular category. But what about “Natural Environment”? We all love it. We all need it. But here there is a Governor who has made it a cornerstone of his policies.

It has certainly been an awesome experience getting my little future workers out in the beauty that surrounds Seattle. Here are some recent outings.

A boy takes a leap from Hurricane Ridge in Olympic National Park.
A woman looks out over Puget Sound from Hurricane Ridge in Olympic National Park.
Mount Baker looms large over a lighthouse in the Strait of Juan de Fuca.
A tanker passes by Dungeness Spit.
A sailboat makes its way across Puget Sound outside of Seattle in the afternoon light.

But certainly looking forward to seeing/learning/experiencing more.

Congrats on your ranking Washington!

Professional

See Y’all

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I’m off to a new chapter in life. After 7+ years of working with the state of Georgia, my family and I have moved to Seattle. Julia (my wife) took a job offer with HBO that, as the saying goes, we could not refuse. That places me in the hardly ever enviable category of what HR types call the “trailing spouse.” Fear not, lad, I say, this is not the first time, and you will figure it out.

Thanks to the team for a great send off, and for this funny poster with images including the Governor – Attorney General – publisher of Fortune magazine – Porsche test track – Chinese delegation – and a video shoot for a German investment video where I convinced a CEO to shoot a mountain biking scene with me. I especially like the “We Speak Buh-bye.” 😉

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Oyster Bamboo Fly Rods

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In my tenure working for Georgia, USA, I’ve collaborated with executives from many global brands to elevate the business environment here. One of the greatest joys of my job has been the opportunity to peel back the layers and look inside the inner workings of companies and their leaders. But when I learned of Oyster Bamboo Fly Rods in Blue Ridge, Georgia, it especially caught my attention.

My brother and I follow our father upstream in the Chattooga river watershed.
My youth was filled with fishing expeditions. Growing up in Charleston, South Carolina, my father took me out in the boat seemingly every weekend. We were also fortunate enough to share a mountain house, and a former fly fishing camp, in Cashiers, North Carolina with 9 other families from Charleston. It was here that my father taught me how to use a fly rod. When A River Runs Through It came out I thought the brothers in the movie held an uncanny resemblance to me and my brother (I’m the nicer one). But that movie, and Robert Redford’s voice, absolutely encapsulated the deep and intricate love one can have for rivers.

Speaking of famous people, rumor had it that President Jimmy Carter had one of Oyster’s fly rods. So I made my way up from Atlanta to the Georgia mountains to learn more.

Meeting Bill Oyster
Bill Oyster is the consummate entrepreneur. When he was 15 his father drove him to the local airport, so that he could then fly off in a plane with his pilot’s license in hand. He joined the Navy when he was old enough, but he ultimately decided that wasn’t his future. Bill jumped in to professional cycling instead where he dominated the sport until he was injured. Meanwhile, he majored in Art at the University of Georgia and fished whenever he could. He tried his hand at real estate, but there was a call for something different. His wife, Shannen, suggested that he make fly rods. Bill got his hands on some relatively underground books on the craft of making fly rods, and he taught himself the trade. Easier said than done, but of course now he is an expert at it. He also happens to be a master engraver.

Bill in his element on a stream near Blue Ridge, Georgia.

The Process
Bill sources bamboo from a small region of China that is renowned for producing the perfect tensile strength. He fires the bamboo with a blow torch, cuts it down to strips, and then planes it out to an exact triangle. These pieces are glued, compressed, cured and eventually fortified with resin. The eyes and handle are then attached in addition to any custom engraving. These rods are beautiful works of art and highly functional as well. Bill’s customers range from plumbers to presidents to members of the royal family. But he has taken this manufacturing business above and beyond.

Bill Oyster of Oyster Bamboo Fly Rods in his workshop in Blue Ridge, Georgia.
Bill Oyster of Oyster Bamboo Fly Rods in his workshop in Blue Ridge, Georgia.
Bill Oyster of Oyster Bamboo Fly Rods in his workshop in Blue Ridge, Georgia.

Giving it Away
Oyster Bamboo Fly Rods not only makes a product you can buy, it also teaches you how to make it. This is unusual for a company to do something like this, but instead of cannibalizing business, it has made it blossom. Bill and Shannen hold classes every month, and attendees can work alongside them – and their expert staff – to make their own fly rod. And because their shop is a stones throw away from some world-class trout streams, you’ll have every chance to whip some water. People come from all over the world to attend, so if you are interested in doing this yourself then sign up now because there is a healthy waiting list. You may also want to join them on one of their various fishing adventures around the world.

Rock Star
Bill and Shannen’s business is so unique, and has done so well, that they were recently recognized as a Small Business Rock Star. I had the opportunity to return to Blue Ridge to produce this video celebrating their win. Of course Bill is a natural on camera as well.

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Aerospace

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I recently had the opportunity to sit down with Jay Neely of Gulfstream Aerospace to discuss their operations in Georgia. The following video is a result of that conversation.

Gulfstream is a native Georgia company whose headquarters have been located in Savannah since 1967. Today, more than 12,000 Georgians design, develop, manufacture, market, service and support the world’s most technologically advanced business-jet aircraft.

Aerospace products are Georgia’s No. 1 export ($8.3B) and the state’s second largest manufacturing industry generating a $64B economic impact.

Professional

Real Success Timeline

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Timelines are not new. But how you use them can always be improved.

In the world of multi-channel marketing, no single mode of communication is 100% effective. That stands as true today as it did when I first started saying it over 10 years ago. Some want a video. Others, well, a case study. Got to have a brochure. Is that page optimized for SEO? Somebody get out a press release. You get the drift. I started to think about all of these supportive, yet disparate, pieces of content, and how they could be more aligned.

Then there is the matter of time. How evergreen is one piece of content or collateral?

In the world of economic development, a project may not be deemed successful for a year, maybe 3, or even more. Companies can create meaningful impacts in jobs and investment over decades. And many times it is not just because of one factor but because they were supported by multiple entities. Maybe they used an existing industry team for an expansion. Maybe they used an international trade team to grow their exports. Maybe they used an innovation lab to incubate a new product or solution. Maybe the company used workforce training to generate the type of talent they need. Maybe it was all of these?

Enter the Real Success Timeline.

Features:

  • After a few seconds the timeline is designed to move. This is a great feature in terms of generating interest, moving users across time, but also for tradeshows where it wil move and feature different content items.
  • Of course it is built to be responsive to desktop, mobile and tablets, with each having slightly different layouts and functionality.
  • There are multiple ways to navigate the timeline either by filters, interactive dots, arrows, as well as secondary arrows below.
  • The larger pulsating dots indicate that this particular moment in time is more significant in terms of, for example, growth over time, or just more of a comprehensive story. But you can do simpler stories as well.
  • After build-out of the timeline began, I started to run in to situations where a significant item happened, but then another significant item that was directly related happened later. How do you leverage something in the past to point to the future? The Timeline also includes a field to indicate the update.
  • Each story has its own unique url so that it can be promoteed individually via social media, paid media or earned media.
  • There is complete control over the timeline through a Drupal 8 content management system so non-technical staff can add, remove and edit stories.
  • Could have gone back to any time in the past but chose a round number of 2010. The reason for this was to be able to populate the timeline with enough stories for a successful launch. All of these stories are written in-house, so I needed a timeframe that was manageable. That’s not to say we won’t look back further as we grow it.
  • And that is the last point I’d like to make. The timeline is completely scalable, and a great asset that can continue to evolve.

So there you go. My most recent web project. You can find it at Success.Georgia.org.

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Internet of Things

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If you saw my Connect post in March then you know I recently launched a new internet of things video that focuses on cybersecurity, fintech, health IT, and telecommunications. In addition, I recently interviewed Facebook’s Global Data Center Site Selection Director on why they chose their most recent location for a new data center.

Whatever you think of Mark Zuckerberg’s recent testimony to the Congress and Senate (insert Orrin Hatch meme here), it is pretty cool to see a company investing so heavily in renewable energy. Not only that, Facebook is evolving local utilities’ practices of energy creation with their economic weight.

If you are also aware of my monthly ad placement in Delta Sky, then you won’t be surprised to see the below ad in your seat pocket for the month of May.

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Connect

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My goal is always to practice what I call “real marketing.” In other words, leveraging the perspectives of your end customers or stakeholders to tell future prospects why their lives will be better using you, your products and/or solutions. Therefore, I have invested considerable dollars and time in to pursuing thought leadership in videos, case studies, articles, whitepapers, profiles, etc.

Most of the videos I produce are from the perspective of real executives speaking to the facts. But in the case of this most recent video, which highlights the strengths of Georgia’s cybersecurity, fintech, health IT and general information technology sectors, I needed to take a more commercial approach. Why? Well, part of the reason is due to how fast technology companies change. The other is because cyber and fintech companies are reluctant to share too much information. I wanted this video to be as evergreen as possible.

So instead I leveraged my 15+ years of experience in software development and interactive marketing to convey these strengths with real statistics, a tight script, and some visually stunning graphics. Much of the imagery runs contrary to one another in the natural world, and yet, they metaphorically relate in this context. The bonus is that it works really well on a really big flat screen at tradeshows even with no sound.

I call this one Connect. Check it out:

Professional

Korean Investment Video

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This is the 3rd in a series of foreign investment videos I have produced for the state of Georgia. I would have preferred to conduct actual interviews in Korean with the executives, but I was not able to get any of them to do so. Obviously a cultural nuance. They only want to be perceived as working, and speaking on behalf of the company is very uncomfortable. Therefore, I went the script route with a professional narrator.

As always, I thoroughly enjoy getting inside these companies and see how they function. My other favorites were shooting at a very popular Korean BBQ restaurant in Atlanta called, Breakers. In addition, we had a Saturday shoot at the Korean International School where over 400 students practice their Korean almost every week. The same day we visited the Korean Fest where we captured wrestling, dancing, drumming, and my favorite – I was able to get a calligrapher on camera drawing out, “Welcome to Georgia” in Korean.

The intersection of business and lifestyle. Robert Payne | Affect Media | Seattle, Washington