Elon has said several times: “The public tends to respond to precedents and superlatives.”
So let’s start by defining those words so we’re clear on them…
Precedent Google definition: An event or action that is regarded as an example or guide to be considered in subsequent similar circumstances.
Example: “There are substantial precedents for using interactive media in training”
Superlative Google definition: Of the highest quality or degree.
Alright now that we’ve got those definitions let’s get into why Elon says precedents and superlatives are so important.
Elon discusses how the initial mission of SpaceX was:
To do a low cost mission to Mars called “Mars Oasis” where you would land seeds with dehydrated nutrient gel [on Mars], and then you hydrate them upon landing, and then you’d sort of have this great money shot of green plants on a red background…
And the public tends to respond to precedents and superlatives.
And this would be the first life on Mars and the farthest that life’s ever travelled as far as we know, and I thought well that would get people really excited. And therefore increase NASA’s budget.
So obviously the financial benefit of such a mission would probably be zero so anything better than that was on the upside.
This story Elon shares because it emphasises the importance of precedents and superlatives.
Elon was willing to finance the entire mission simply so he could move the goal of greater space exploration forward with the power of precedents and superlatives.
Elon has been able to market his businesses efficiently by using the natural marketing power of word of mouth marketing, fueled by the remarkability of precedents and superlatives.