A goal isn’t a mission

strategy+business, January 30, 2023

by Theodore Kinni

Illustration by VectorInspiration

There are missions, and then there are missions. One type of mission is an achievable task with a fixed goal that is often tactical and short-term in nature. The other mission is a high-level aspiration that provides direction and motivation to an organization over a long period of time. Leaders who mix up the two can put the future of their companies at risk.

The distinction between the two types of missions is dramatically illustrated in the recording of a White House meeting held on 21 November 1962. During the meeting, President John F. Kennedy and NASA’s chief administrator, James Webb, whom Kennedy appointed, had a heated argument about NASA’s proper mission.

It had been 18 months since Kennedy had called out a piloted moon landing as one of his top priorities in a special address to Congress, declaring, “First, I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.” Now, Kennedy was considering whether he could move the target date for the first lunar landing from 1967 to 1966, and he was grilling NASA’s leaders about the feasibility and costs of doing so.

As they wrangled over the size of the special appropriation that would be needed to fund an accelerated schedule, Kennedy suddenly tacked. “Do you think this program is the top-priority program of the agency?” he asked Webb.

“No, sir, I do not,” answered Webb. “I think it is one of the top-priority programs….” With that, an argument began that revealed the chasm between Kennedy’s view of NASA’s mission and Webb’s view. Read the rest here

Moonshot management

strategy+business, May 25, 2021

by Theodore Kinni


Photograph by Jeremy Horner

NASA has set its sights on Mars. In April, the space agency flew a solar-powered drone on the red planet — the first powered flight on another world. A month earlier, it successfully fired up the four engines of its most powerful rocket since the Apollo era. If the funding and political will can be sustained, this will be the rocket that lifts humans to Mars. James Edwin Webb would surely be delighted.

Webb was NASA’s second administrator, appointed by President John F. Kennedy in January 1961. He led the agency through the early manned flights of the Mercury and Gemini programs and set the course for the Apollo lunar missions. Webb resigned in October 1968, 18 months after three astronauts died in a cabin fire during a launch rehearsal for the first mission of the Apollo program. His resignation came just a few days before the program successfully resumed with Apollo 7, and less than a year before Neil Armstrong stepped onto the moon.

Kennedy chose Webb because, as Tom Wolfe wrote in The Right Stuff, “he was known as a man who could make bureaucracies run.” Webb’s CV included private- and public-sector leadership. He had advanced from personnel director to treasurer to vice president at the Sperry Gyroscope Company, as it grew from 800 to 33,000 employees, and served as president of the Republic Supply Company, a troubled business that its parent, Kerr-McGee Oil Industries, sold at a profit thanks to his leadership. In the public sector, President Harry S. Truman appointed Webb director of the Bureau of the Budget, and then, undersecretary of state to Dean Acheson. “I do not know any man in the entire United States, in the government or out of the government, who has a greater genius for organization, a genius for understanding how to take a great mass of people and bring them together,” said Acheson of Webb.

In January 1961, when the call came to lead NASA, Webb tried to avoid it. He refused meetings with Kennedy’s science advisor and turned down a direct job offer from Vice President Lyndon B. Johnson. But when Webb found himself face-to-face with Kennedy, he was unable to refuse the insistent president. As if to eliminate any chance that Webb might yet escape, Kennedy promptly marched his new administrator from the Oval Office to the White House press office, where the appointment was announced to the media. The keystone of NASA’s executive team, a man whom the New York Times would call an “extraordinary manager,” was in place.

Webb and his achievements at NASA are not as well-known as they should be. The intense interest in the astronauts and their exploits, the Apollo 1 tragedy, and the passage of time have obscured his role in the first era of the space age. But there are useful lessons in it for today’s leaders. Read the rest here.