February 17, 2010 Create An Elaborate Plan
I published this post on my blog two years ago. Creating an elaborate plan may not be for everyone, but someone is going to succeed at doing this. The image below is one of the most important parts of this post.
There has been a lot of discussion on this blog and on the Internet about the end of the album as an organizing principle. Spending mind time on the decision to make albums or to sequentially release singles is missing the point.
Revenue from the sale of music is slowing considerably for everyone. Reoccurring revenue, which is the ongoing stream of revenue you make outside of touring, is going to come from consumers that tune into and fall in love with your brand on the Internet.
To persuade fans to tune in, to fall in love with, and to spend money on your brand, you need an elaborate plan that goes way beyond the album or singles decision. You will have go far beyond creating a MySpace page that features five of your songs and ten pictures of your band. You will have to rethink what it means to be entertaining on the Internet.
The name of your brand, the URL you use, the first word you type, the sequence in which you release your songs, your lyrics, the images you feature, the videos you release, the messages you type, and everything you put into your online presence should be part of an elaborate plan to seduce fans.
The concept of seduction does not have to be sexual. I use the concept of seduction to convey complexity and long term planning. Map out a two year or three year plan that elaborately pulls people into your world of images, poetry, lyrics, stories, music, mystery, hints, clues, energy, characters, plot, storyline, drama, intrigue and excitement.
A regular old website or MySpace page is not the ideal vehicle for building a brand upon. Your name and your image may not be the ideal vehicle to build a brand upon. Start by thinking like the creator of a television series. What do you call it? What is it about? How many “seasons” will it take to tell the story? Make the presentation simple and compelling, but make your plan to seduce - elaborate, intriguing and complex.
posted by Bruce Warila
Reader Comments (43)
I agree with this concept. A well constructed machine where all the parts work in tandem.
Tom Siegel
www.indieleap.com
This is enough to make one long for the "good old days", when new artists could starve without spending 1000 hours a week on marketing.
I rather see this as a creative act (a symphony of some kind) versus a pure marketing endeavor.
I suppose you can see it like that Bruce, none the less it is understandably a little disheartening for those who simply want to be creators of music. But being a creator of music shouldn't necessarily mean that you should be able to make living off of that creative idea alone, nor will you in many cases.
I suppose it is about striking a balance. Or finding someone who will help you with the marketing/promotional aspects so that you can focus on what you originally set out to do.
Of course it depends if the 'you' is a musician or the 'you' is a salesman, they are not necessarily in tandem, but they also do not have to be mutually exclusive. Music will be the most important thing to many musicians, but they shouldn't be blind to making a living for themselves in the process.
I wonder what Roger Waters' wall (elaborate plan) looked like when Pink Floyd created Dark Side of The Moon or The Wall?
I agree wholeheartedly with the absolute necessity of elaborate, detailed and intricate planning. No battle is won without good strategy, unless the other side sucks more than your's does.
However I believe this is a task for professional media/marketing/pr/business people, not necessarily musicians. I also think musicians should generally stay away from this way of thinking as it can seriously damage their musical creativity.
It's one thing to not be naive about the realities of the business of music (or branding), but its a whole other affair to expect musicians themselves to be doing this.
The manager is going to be an increasingly important player in the future music business, and I think this is primarily a task for them.
^^ Or a member of the band who is totally focused on this at the expense of musical input..
@ Jeremy
Can't say I agree with you on the part where you say artists should stay away from this kind of thinking.
Visualizing, creating, mapping and planning - an elaborate plan (described above) is an art form in of itself. To separate the art of making songs from the art of creating your elaborate plan would be like separating architecture from the act of building, or like separating the cook from the kitchen, or like telling the recording artist that he or she can have no say in the music video, etc, etc, etc. It's all art.
Like I said, this is not for everyone, but someone will become phenomenally successful at doing it. Some people can balance all this (creating it all) in their heads, and some people just make songs. Nobody knows for sure which way will get you further. You got to do what you love to do. If you are challenged to go the elaborate plan route, go for it. If you just want to make songs, go for it.
"...someone will become phenomenally successful at doing it."
Agreed, been happening for a long time. Brings to mind an artilcle in Forbes (or Fortune), years ago ythat referenced Madonna's strategy and over 300 employees...and working for Lady Gaga now, even with recycling much of the former's playbook. Wonder what is on her "wall" today...GUARANTEED to be ELABORATE (set aside artistic judgment, just referencing financial results, this is a music biz post/site).
In fact, I would guess that essentailly no artist hits and sustains it big WITHOUT an elaborate plan. Name a major act that has done so.
Which is really just common sense since we are talking about commercail success here - business is business. It never ceases to amaze me how many artists want to be successful in the music BUSINESS or show BUSINESS or the entertainment INDUSTRY, who somehow feel entitled to do so without embracing those key, capitalized words (or building a team to do so).
I would go so far as to say that to expect one without the other is delusional and those artists could benefit from another kind of professional help.
I get sick of hearing advice like this without any specific examples. To me it's like saying to a builder "This building you are working on will collapse unless you follow a highly specific set of plans..." Then walk away & leave the builder, trough in hand, scratching his head.
That being said, I'm not trying to rain on your parade, I just feel you could be more specific if you wish be helpful rather than instil confusion & a feeling of being overwhelmed in musicians.
Call me jaded... I'm not a strategist, I'm a musician. I try to do what I can outside of the writing & performance side of things but there are only so many hours in a day.
thank you stanmorePhoenix, I know how you feel. I too do what I can, between creating, planning, gigging, oh yes, and the day to day work that pays the bills. Lots of people forget that most musicians have to spend many hours a day practicing too, or they cease to become musicians. I would certainly appreciate a little more clarity as well. And I do actually quite like the planning and strategy side of things, however, I can only do it because, as a singer, I can get away without 4 hours of practice a day (I do 1-2)
I was talking to a group of students about the day to day life of a freelance musician, and the issue that constantly came up with them was the difficulty of getting paid for gigs, having spent all this time creating, practicing, myspacing, blogging etc.only to have people demand your services for nothing. It was hard to know what to say to them. they were a very clued up and knowledgeable bunch, much more so than myself at that age, and it was sad to see the weariness and cynicism that was already starting to set in.
I'd say that it's not so much attending to the business side of music that harms creativity, it's the slogging away at it for little or no return or respect as a professional person.
Stanmore and Taximezzo,
The second sentence of this post says : "Creating an elaborate plan may not be for everyone, but someone is going to succeed at doing this."
I write for the benefit of the 1 in a 1,000 or the 1 in 10,000 readers. I would rather have a small elite audience than a lot of average (fill in noun here). Nobody makes money posting here. My motivation is to find the willing exceptions and not to solve the problems of the music industry.
MTT generates about 30,000 readers a month. Hopefully ONE person will say five years from now that they were inspired by some of the things I write (with or without examples).
Sorry it's so hard for you and anyone that struggles in the new music economy. However, the world is filled with a variety of humans, with a variety of backgrounds/education, and with a range of resources at their disposal.
For some (albeit, it could be a very small slice), this post was exactly what they wanted to read.
Best of luck.
-Bruce
Bruce,
Great points and ideas. I also like how you have been ambiguous (unlike some of the people above). I think the point you are making (correct me if I'm wrong) goes beyond marketing and business, and even beyond a formula for success. It is at the heart of being an artist itself and the evolution of the forum in which the art is revealed. Correct? That's the way I see it, anyways.
We could all create the same cookie cutter records/live shows/music videos (which is what has happened over the past 20 - 30 years or arguably longer), or we could use technology in an artistic manner in such a way that it grows our art and helps it break out of the mold we are stuck in.
In a way, we are pioneers creating a new path that others will soon follow. And, the phrase that always comes to mind is "Lead, follow, or get out of the way."
Regards,
Steve-0
Steve-O
Thanks and yes. You get the point for sure. At least I know there are some of you out there.
Cheers,
Bruce
This is my fucking jam, yeah. Great post, hugely inspirational when I read it. It's been fruitful re-visiting it now -- the timing is perfect. World Around thanks you.
@stanmorePhoenix
If you want specific examples, I demand the same thing and I've cataloged a few:
Oddisee's Template -- highly recommended, he's the smartest entrepreneur in hip hop right now, to me at least. He's got a big vision plan and his new formula for record releases embraces file-sharing and still makes money. I'm amazed more people aren't copying this, but then again, I'm not amazed at all.
The Template: Planning Your First Album -- this expands on the Template model and includes diagrams and details on planning. I write for hip hop, but most of my best fan mail comes from metalheads, so I'm hoping this material is useful for you.
ArtistShare seems to be the masters of this.
Let's get this straight. I have made 23 CD's of original music, starting with Columbia Records in England in 1963. I've been through several record companies. I've sold several million records, and been called the best kept secret in the music business. At one point in my career, I had to make a decision. Was I going to be a creative musician, or a business man? One is infinite, the other most certainly finite.
Time has told it's tale. You CANNOT be both. If you wish only to sell your music on a strictly business basis, then you had better adhere to what you are currently hearing in the public's ear. Do your blogging, Myspacing, FaceBooking, what have you, but remember that the money machine behind the music industry will simply not allow breaches of innovational creativity because it undermines their power to sustain the music's reach at the common denominator level.
The singular most difficult thing for a musician/composer to do, is to create a unique melody that no one has ever heard before. For a singer/songwriter, add to that the creation of a lyric that matches the mysticism of the music. If you want to create music that is unique, innovative, evocative, and most importantly timeless, you cannot spend your creative hours with speculation, percentages, clauses, addendums, mapping out plans, or the other arcane nomenclature that doing business entails. Leave that to the people who cannot create, or channel through the music from the emotional, and mental to the reproduction of that music. For the music to be heard is also up to those same people. As a dedicated musician, that stuff is not your job.
Although I only have one CD out, and another about to be released within several weeks, I can understand both what Bruce is saying and the response above by Shawn Phillips. Shawn's comments resonate because it IS a big distraction to have to worry about the business end of music, and it's easy to see why having an agent to handle bookings, and having a press rep to handle promos and internet publicity would be terrific. If I had both of those types of people helping me, I wouldn't have to spend so much time on the internet, and could be both composing more and rehearsing longer.
But -- in the interest of pointing out another side -- Bruce's argument is also valid. The first major performer who had a serious business plan might have been Mick Jagger of the Rolling Stones. He has a degree from The London School of Economics, and it's clear from the fantastic shows the Stones put together that they do a tremendous amount of planning -- songs, theatrics, props, costumes, etc. And in any business model, the saying "if you don't plan to succeed, you're planning to fail" is relevant.
I spent years planning my CD's -- the songs, the production, and even every aspect of the design & packaging of the CD's. Now I have to plan my CD release party for "Oh, Wow!" (my 2nd CD), and touring, and I'm a bit overwhelmed. But each each thing we do is part of a plan -- and sometimes -- as John Lennon once said -- "Life is what happens while you're busy making other plans."
I spent six years at a major music school learning my craft, only to discover that I'd have to be in the T-shirt business to make a living as an artist. Thanks, downloaders.
This marketing thing is a full time job. And while I've been pretty successful at getting local airplay, local media coverage, etc. it's always in fits and spurts because being an artist and a gigging musician, and a music instructor are a full time jobs respectively as well.
I'd have to agree with some of the others that this may be a job better fit for a manager or marketing professional. I guess we'll see how the business shakes out in the next 10 years or so.
Great post! It's all about using a whole bunch of different social marketing techniques. Blogs, Tweets, pages and stages. You've got to be market savvy.
@ Justin Boland
Thanks for the links...but now that I discovered your blog and spent an hour there, can see I will be subjecting myself to your biting, sarcastic, expletive-laced and oh yeah, typically very insightful commentary on a regular basis.
Seriously, already picked up a bunch of good stuff - LOTS of road-tested specifics, and appreciate your anti - know it all guru tone.
Kudos to Bruce for offering an explanation. Bruce writes great articles generally. As a sometimes jaded musician, I sometimes crack the $£!ts when I read some things which claim to be the answer to all my problems but may just be a whole lot of pointless work masquerading as a solution.
At this point Im not even sure i know what point Im trying to make. I guess it's this: Im all for pioneering new ways to sell music & music related junk in the age of the free download but it's sometimes hard as a reader to separate the wheat from the chaff.
At the end of the day I feel grateful that I can setup on the streets of Sydney & earn money from simply performing whatever I feel like playing & I try not to forget how lucky that makes me.
At this point I'd like to go on record & state that I believe Bruce is someone who is writing truly helpful & non-BS stuff even if the true meaning is sometimes a bit cryptic.
@Samantha - I hate to be judgemental but you're comment sounds to me like a compressed block of the kind of optimisic & yet insanely generalized rhetoric that has perhaps contributed to my apathy towards the social marketing "revolution"
@Justin - thankyou kind sir. I have no idea what any of that stuff is & I look forward to checking it out.
Steve-O good point! My mum cleared me up on that matter, she said i was being to clinical to the point where i could forget about the art because i saw so many avenues the internet has to offer today's artists. I do tend to get lost in the marketing/promotion side of things but hey i enjoy it as much as drumming or playing the bass/creating new songs/recording.
The argument to this though is it is a dog eat dog world, more than ever!
Shame she doesn't understand the 'pioneer' side of things, but luckily i don't need her too nor the fans i hope to grow with, with my new band in the future.
i believe that the majority of comments far out weigh the content published on here.
Thankyou guys!
""i believe that the majority of comments far out weigh the content published on here.""
Second that thought. That's why I really like this blog. I learn more here than any place else. If you don't read the comments you are missing 80% of the story.
I'm a marketing person who has worked with musicians. I definitely see the value of marketing. But not all artists have the necessary marketing skills. And while it can be a good idea to hire someone to do the marketing, or to give someone a percentage, that's often not an option for a musician who is just starting out with a small fan base. There's not yet enough money coming in to support a team of support staff.
Because some of the suggestions to musicians as to how they can make money in music are pretty far afield from music, I wrote this blog post.
Five Degrees of Separation in Music Income
At some point along the continuum, you're no longer making money from music and you might as well accept that. Then you can look at your income-generating opportunities realistically. In many cases you will make more money doing something other than music. So keep that day job for income and do music for self-expression, creativity, community, etc. That way you won't have to jump through so many hoops trying to link your music to something that pays you enough to live on.
@Shawn Phillips
Actually, you could not be both. Your experience does make that clear. However, there's a lot (like, a whoooole lot) of people who can be both. Who excel and innovate at being both, and who LOVE doing it, too.
Your limitations are your own, don't go trying to inflict them on the next generation.
I'm not sure it's always that someone can't do music and marketing. It's more a matter of not wanting to.
That's what I meant by the "Five Degrees of Separation."
You start out making music. Then someone tells you that to make money, you need to spend time online, perhaps developing a line of merchandise, and so on. You begin adding up the hours you need to put in over and above writing, recording, and performing music, and maybe you realize it amounts to some significant time.
So maybe you decide that if you are going to need to do something in addition to making music for income, you might enjoy building houses, or teaching math, or being a doctor.
In many cases, the pay-per-hour you get from all the time you spend promoting your music is less than you might earn in a non-music day job.
In a few cases, spending 5-to-10 years growing your music business will pay off and it's worth all that hard work and sacrifice. But in many cases you won't generate enough income from it to avoid eventually getting a non-music day job.
I think you have to weigh whether what you create with your music is going to translate into marketability over the very long term. Are your music and your image going to stay with fans from their teenage years, when they first discover you, until you and they are middle-aged and beyond? If not (if your music and your image have a lifespan of maybe just a few years), then your investment in time may not pan out.
Now that I think about it, I'd like to toss out some questions in order to explore this more.
First of all, I believe in music business plans. I think you should look at all potential sources of income to predict how much you will have to bring in from various sources to stay afloat. How much money do you need to make a month? And how will you generate it? How much do you expect to generate from recorded music sales? From merchandise sales? From ticket sales? And who is likely to purchase all of this?
In many cases, when you are just starting out, you don't really know. You don't know who will like your music and what they will buy. So there is some level of trial-and-error.
But let's say you want to develop some sort of plan from the beginning. In a way you have to become your own A&R person. You have to decide from the beginning what will make your music salable and to whom.
So, among those of you who have experience with this, how do you, as an aspiring music creator/entrepreneur, decide where you are headed and how to get there? How to you plan your empire when you are just starting out?
If you are doing a conventional start-up, you'll develop some marketing strategy based on what is already out there. Do musicians think like this? Do they say, "Lady Gaga is generating this amount of money. If I'm sort of like Lady Gaga, I should be able to do the same."
Or do musicians think, "I am so unique that nothing that has come before can guide me in my planning."
Or do they look at numbers from Topspin and say, "Well, successful musicians have conversion rates of X, so I'll estimate my potential income based on that."
@ Suzanne
Your points are generally logical...yet not sure LOGIC should ALWAYS be the deciding factor...
I haven't (yet) attempted to make a full time living from music, but did for several years skiing professionally - not lots of money and endured dislocations, torn ligaments, reconstructive surgeries, etc, so LOGICALLY not so bright.
BUT I have never regretted doing it - expressing my passion, basking in the wins and leaning from the losses, and overcoming major setbacks helped form who I AM, for LIFE. I never would have gotten so much from it just skiing as a hobby. No chance.
It seems there is a parallel with music artistry, so I would urge restraint on general declarations of - give up the dream/get a job/do music as a hobby - that you consistently promote...if acted on you WILL be helping deprive individuals of potentially the most meaningful and fulfilling experiences of their life.
I am big on strategic planning and a businesslike approach, but believe it should be balanced with dreaming big and doing what you WANT to, in your heart. If it doesn't set up your retirement, SO WHAT?!?
There's a good chance that having to figure out how to scrape up the bucks to fix the radiator and get to the next town without the band imploding from personality conflicts while working out musical differences, just might be looked back on as a positive formatve experience.
Since when has "hard work and sacrifice" been a bad thing, REGARDLESS of the outcome?
SO WHAT if you don't "generate enough income from it to avoid eventually getting a non-music day job"
I wonder how many formerly full-time musicians actually regret it?
Logic (sometimes), be damned - LIVE I SAY!!!
Yes, Dg, I think you hit upon what I usually say: "Make music because you love it."
I was just pondering the idea of the "elaborate plan" and what that would entail.
Is it okay to just do music and see where it leads? Yes. Like I said, often when you are just starting your music career, you don't know who will respond and what they might spend money on, so it can be really hard to know where you're headed until start.
The usual path seems to be start playing music in junior high or high school. If you feel you have talent, then you think about possibly doing it full-time. But generally, unless you have a parent supporting you, after high school or college you get a day job and also play music. So testing the waters seems to be a 6-to-10 year process before you decide you might be good enough to leave the day job behind and try to make it on music alone.
I still think, though, that putting together a business plan before you quit your day job is a wise move. If it scares you into not quitting the day job, so be it. Or if you see how tough it might be to make money as a full-time musician (who isn't teaching or getting paid a salary as a musician) and you still want to do it, then I say great. It will help to clarify in your mind that it's what you really want to do, even though there may be financial sacrifices involved.
@ Justin Boland
Yes, there are people who do both exceptionally, and 99% of them are in the pop music industry, and the music to their ears is the bell in the cash register. However, this IS what we are discussing, and how to go about ringing that bell. It's not a question of whether I could, or could not do both. It's the CHOICE I made. If I can become a Certified Firefighter / Paramedic, in the state of Texas, and a Navigator with the National Sea Rescue Institute in South Africa where I live, I can certainly comprehend the intricacies of production, promotion, and marketing of a product. But see, that last word is my problem. To me, what I create is not product. Never has been. Only after it leaves my hands does it get that designation. Let me ask you this. How many of those whole lotta people have had their work performed by a major symphony orchestra, based solely on the composition itself? Not many I would suspect. All I'm saying is that if you want your work to give the listener goosebumps and be heard 600 years from now, you have to dedicate yourself completely to the creation of that work with no distractions whatsoever. I'm not inflicting anything on anyone, I'm just telling them where your heart has to be at to do that. Mind just gets in the way.
Hey Shawn,
I read your comment a couple of days ago and I loved this bit:
However after the word "timeless", I feel that you mistakenly misrepresented what I was trying to communicate about "mapping out plans". I am pushing an art form not a business strategy; albeit the two are intertwined. Please examine again the words that I used:Never anywhere did I mention:So I completely agree with your first quote above. However we should be discussing the merits of two different art forms and the relevance of each within an industry that is really no longer just the "music industry".What's interesting is that while creating a "big" concept provides more ways to engage fans (either by giving them more complexity or by giving them more touch points for your "brand"), music also has been reverting back to "songs."
So on the one hand artists are looking for ways to develop strong relationships with their fans, but on the other hand, fans who are acquiring music are often doing it song-by-song which suggests they may only interested in you on a song-by-song basis.
Bruce
I misread this....."Some people can balance all this (creating it all) in their heads, and some people just make songs. Nobody knows for sure which way will get you further. You got to do what you love to do. If you are challenged to go the elaborate plan route, go for it. If you just want to make songs, go for it."
So I stand corrected sir. Sorry about that. Will read more carefully next time. H,L, and C, Shawn
Hmmm interesting. I am a man of few words.
This is a really great article, Bruce. Thanks for this, I am forwarding it to my band mates & friends in other bands in hopes of lighting a fire under their asses. They are so afraid of anything "businessy" surrounding their music, and I really like the idea of approaching planning as just another art form in the creation of a musical career. If this doesn't motivate them, I don't know what will!
I have begun compiling a catalog of original music of a single individual's work, who is not always the performer, no longer performs live, but who continues to create new work. Tracks of the recorded music with various performers are available for sale via a Nimbit widget on one of our web pages.
From hunting around the net, this seems to be a novel business mode. As the publisher, I look for marketing ideas. Perhaps someone from this group can provide.
That IS a great photo...
I've just found this site. Many great topics to comment on. I like this one the best so far.
I think you're saying that it isn't a business plan, as much as a way of being plan. Being, in the sense of how you are perceived to be. The point is that it's good to think about this a little, and maybe even create an elaborate plan that engages other people in the way of your being.
This is always timely. Look, if I sit down and create a soul-stirring piece of music, why should I assume all the rest? Why assume that anyone else would ever give me the benefit of their attention? Why assume that my saying "I've got a soul-stirring piece of music here" would generate anything more than the old "sez you"?
How and where and why a listener discovers your music is as vital as what's in it. Who they think you are matters as much as the uniqueness of your melody. (Obviously, I'm not talking about some higher plane here- I'm talking about connecting with other people. If music is an art form that is on a path of some kind, I'm sure some people would say that it has degenerated since the time of the classics (1770's or 1970's, take your pick)).
Who was it that said "what the world needs now is another folk singer"? Oddly enough, there's always room for another folk singer, if they happen along in the right way.
Bruce, I agree it would be great to have the career vision of, say, a David Bowie at his peak. But I am sure he didn't get there overnight, or by himself. He had a record and management company to support him. And yes, your 1 in 10,000 may read this and say, "Exactly!" and hatch a plan to draw a million fans. But to me, it's the massive consolidation of culture into giant multinational behemoths that is a big part of the problem. So I am more interested in Internet strategies that 1000 musicians can use to gain a 1000 fans each. That is a healthier business ecology from my point of view. The alternative is what I fear is the actual case: music is devolving into being just a sound track for mass consumption items like American Idol and Guitar hero.
It's not that I'm stuck in the old model of doing business. I have always been a do-it-yourself entrepreneur. But even as a 30-year veteran of technology, business and music, with 98 percentile IQ, I find it challenging to keep up with all three at once. I mean, I know I have to do the marketing, or no one will, but how sad that I spend 5 hours a day on marketing, and 1 hour a day on music. Setting aside the actual musical skills to write and perform music - the required skill set is really broad: Strategic thinking, copywriting, Pro tools, Photoshop, CSS, graphic design, online advertising, financial analysis, negotiating, booking.
And a little luck doesn't hurt, either.
Thanks for the thoughtful comment Bruce.
I think there are many types of "elaborate plans". I have been assembling some information for a post as a follow up to this one. I believe I can illustrate examples of successful and current elaborate plans that are easier to execute than most people currently think.
There are so many factors that go into making an elaborate plan work:
- resources
- leadership skills
- creativity
- desire
- background
- etc..
There are a lot of ways to create success. Compared to what artists had to do in 1985 or 1995 - are there easier ways to getting it done today? Depends on your perspective and the factors listed above.
As far as your comment about "a healthier business ecology" goes - IMHO, it's all healthy if you are doing what you love to do. Some people that like to shoot for the moon (and create elaborate plans) would certainly feel trapped by the 1,000 fans thing.
-Bruce
"it's all healthy if you are doing what you love to do."
Here here, Bruce!! And some actually DO enjoy certain aspects of the business AND creating/performing, get it that DIY is a TEAM effort, recognize some of the 1000 True Fans strategies are effective...but DO feel trapped by it's very definition.
There are many great posts and comments here and elsewhere about doing it small to mid-scope (and yes, every journey begins with measured steps), but for those whose blood pulses with goals and plans of lunar proportions, PLEASE keep the advice on moonshots coming!!
when mr heinz decided to sell his beans - he decided to get a plan together...