posted 11-26-2015 08:27 PM               

Excerpt from the article:

Kennedy threw down the gauntlet, but there were a lot of people who had to be sold on the idea," says Cameron, who, after one early brainstorming session gave everyone in the room a copy of Marketing the Moon: The Selling of the Apollo Lunar Program, the 2014 account of one of the best public relations/marketing campaigns in U.S. history. "It's not enough for us to be excited about it, we have to instill the excitement in everybody else."

And like the space race between the United States and the former Soviet Union, there's a lot of pride at stake for Johns Hopkins researchers. "Oh, it's a race. Absolutely," says Cameron. "But it's not a race that will only have one winner. The winners are the patients who get the device. Whether we cross the finish line first or sixth doesn't matter as long as something comes of this that improves lives. In the end, that's what matters."