The Original Moonshot
In the 1960s, a nation watched in awe as President John F. Kennedy made what seemed like an impossible declaration: “We choose to go to the moon in this decade.” At that moment, NASA engineers still used slide rules, not computers. The technology to achieve this goal barely existed in concept, let alone reality.
Yet within seven years, Neil Armstrong left the first human footprint on the lunar surface.
This wasn’t just a remarkable scientific achievement—it was a masterclass in the power of what we now call a “Moonshot goal.” After working with hundreds of organizations across Australia and beyond, I’ve seen firsthand how this same approach can transform businesses of all sizes and across all industries.
What Makes a Moonshot Different?
A Moonshot is not just another business target. It’s a bold, ambitious goal that might initially seem impossible but motivates and aligns an entire team to achieve the extraordinary.
Through my work with teams across Australia—from outback manufacturing businesses to metropolitan tech startups—I’ve identified five essential characteristics that make a powerful Moonshot. I call this the S.T.A.R.S. framework:
- Stretch: A Moonshot should be a stretch goal—80% impossible and 20% possible. It pushes your team beyond their comfort zone.
- Tangible: Your Moonshot must be measurable, specific, and timebound so you can track progress.
- Aspirational: It should be inspiring and exciting for your team, tapping into their passions.
- Relevant: While ambitious, it must still align with your capabilities and core business.
- Singular: A Moonshot should be one unifying goal, not competing priorities.
When a Moonshot hits that sweet spot of being ambitious yet achievable, something magical happens. Teams describe it as a “Holy shit!” moment—that perfect mix of excitement, nervousness, and possibility.
There is an art to creating the perfect Moonshot and it’s important to validate it with your team. The Moonshot should not be a financial goal as it lacks inspiration. It should be one, unifying goal, that is time bound and an element of your broader vision for the organisation. All projects and initiatives should cascade from this goal and encourage excitement and activity. It should be challenging to achieve – 80% impossible, 20% possible. When developing the Moonshot with your team, you can intuitively feel it – this is not an “a-ha” moment. This is a “holy shit!” moment!
Real-World Moonshots in Action
The true test of any strategic approach is in the results it delivers. Let me share some remarkable examples from organizations that embraced the Moonshot methodology:
Oztix: Success Against All Odds
When COVID-19 devastated the live events industry, Oztix, Australia’s largest independent ticketing company, faced an existential crisis. Instead of retreating, they set an ambitious Moonshot: “Enable 30 Million Experiences by 2026.”
Starting from just 94,787 experiences per month in July 2021, they’ve achieved multiple record-breaking months, including delivering over 768,000 experiences in a single month—more than eight times their starting point. With two years still remaining to reach their 2026 target, they’ve already delivered over 12.4 million experiences.
“The Where and The Why lifted our horizon and transformed our business,” explains Stuart Field, Co-Founder of Oztix. “Instead of chasing every opportunity that came our way, we gained the confidence to define where we wanted to play and how to get there.”
NRL’s Project Apollo: From Impossible to Inevitable
In April 2020, at the height of COVID restrictions, the National Rugby League announced “Project Apollo”—their Moonshot to resume the competition by May 28, 2020. The goal was widely ridiculed as impossible.
Yet the NRL succeeded, becoming the first major sporting competition in the world to resume play during the pandemic. They didn’t stop there—their follow-up “Mars-Shot” to have crowds by July 1st ultimately led to hosting the largest sporting crowd in the world since the pandemic began at the State of Origin decider.
By focusing on a clear, ambitious goal, the NRL navigated through countless obstacles—from government restrictions to player concerns—with remarkable agility and determination.
Infectious Clothing: From Moonshot to Mars-Shot
Infectious Clothing, Australia’s leading medical apparel company, set their Moonshot to “Secure a contract to provide uniforms for all staff for a major, multi-service private hospital chain by March 2025.”
The result? They achieved their four-year Moonshot in just six months. When I checked in with Sally and Pete Doran, they were already working on their next ambitious target—what they now call their “Mars-Shot.”
Common Misconceptions About Moonshots – What NOT to do:
Through my experience guiding teams through this process, I’ve noticed several misconceptions about what makes an effective Moonshot:
“A Moonshot should be a financial target”
While financial outcomes are important, purely monetary goals rarely inspire and unite teams. The most effective Moonshots focus on impact, output, or achievement rather than finances. Even with employee share schemes in place, financial Moonshots simply don’t engage people at an emotional level.
“A Moonshot is the same as a mission statement”
Unlike typical mission statements that can be vague or aspirational, a Moonshot is specific, measurable, and timebound. It gives your team a concrete destination to work toward.
“We should have multiple Moonshots”
The power of a Moonshot lies in its singular focus. When Kennedy said, “We choose to go to the moon,” he didn’t add “…and Mars, and Venus, and Jupiter.” One clear, compelling goal is far more effective than multiple competing priorities.
How Moonshotting Feels When You’re Doing It Right
As Ted Lasso wisely noted, “Takin’ on a challenge is a lot like ridin’ a horse. If you’re comfortable while you’re doing it, you’re probably doing it wrong.”
When I check in with teams 4-5 months after they’ve defined their Moonshot, they’re often tired—but it’s a good kind of tired. They’re happy, fulfilled, and energized by the sense of focus and direction that their Moonshot provides.
Pursuing a Moonshot isn’t for the faint of heart. It requires courage, commitment, and a willingness to dream big. But when you get it right—when you have a clear, compelling Moonshot that energizes and aligns your entire team—the results can be truly extraordinary.
Your Journey to the Moon Begins Here
Every great achievement starts with someone daring to dream impossibly big, then doing the work to make it real. Your organization’s Moonshot awaits.
In my book, “The Where and The Why,” I guide you through the process of defining your own Moonshot and the Purpose that will fuel your journey. Drawing on data and insights from hundreds of organizations, it provides a practical framework for setting and achieving your most ambitious goals.
Remember, NASA’s engineers didn’t have all the answers when Kennedy announced the original Moonshot. But they had a clear destination and the determination to figure it out along the way.
What’s your Moonshot? And what might be possible if your entire team was aligned and energized to achieve it?
Ready to define your organization’s Moonshot?
Your journey to extraordinary achievement can start in one of two ways:
Discover The Where and The Why book – A practical guide to defining your Moonshot and Purpose, drawing on insights from hundreds of successful organizations.
Explore The Workshop experience – Bring your team together for a guided, collaborative session to define your Moonshot and chart your course to success.
Want to see more examples of Moonshots in action? Check out our Success Stories of teams who’ve reached remarkable heights with The Where and The Why methodology.
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