You might be thinking “Space travel and digital marketing? That’s a bit out there.” And while you’d deserve the groan you got for the pun, you’d also be right… at least on the surface. But as we enter into the new year and we think about helping small businesses aim for great heights this year, there really are some valuable lessons that space explorers can teach us about digital marketing and small business success.

Neil Armstrong: Turn your gaffes into gold
“That’s one small step for man, one giant leap for mankind.“
Armstrong said, after the mission was over and the quote became famous, that he had said “That’s one small step for a man.” But the quote was firmly cemented in the public’s mind, and remains so today, more than half a century later.
Was it a mistake by Armstrong or a miss from the recording equipment? While there’s disagreement among historians, one fact remains: the quote, even “flubbed”, launched (and continues to launch) generations of scientists and layman space enthusiasts.
While businesses of all sizes do their best to communicate without making mistakes, they do happen. (We have some doozies of our own, and we’re looking forward to sharing some of them with you soon!) But the forgiving beauty of mistakes is that everyone makes them. They can even open an opportunity for communication with your audience. After all, if your subscribers email you to let you know about a typo, you know for sure that they’re paying careful attention!
For small businesses, every day is a series of small steps amounting to a colossal leap. Don’t let one small mistake define you – embrace it and keep moving forward.
Still wondering how you can avoid committing marketing mistakes? See how to preview and test your emails, and see your SMS message previewed as you create,
The Apollo 13 crew: Succeed with limited resources
In spring of 1970, the crew of Apollo 13 experienced an in-flight explosion that disabled critical systems, not only scuttling their planned landing on the moon, but also putting their return and lives at risk.
The three-man crew was left with materials and supplies meant to sustain two men for two days– not three men for four days. But in conjunction with their ground crew, they were able to improvise using what they had on-hand to ensure a successful return to Earth for all three crew members.
As a small business, the time, budget, manpower, and tools you have available to you might not be what you had planned on. Revenue may not hit the target, staff emergencies may take a swipe at your productivity, and you might be limited in your technological tools or abilities. But small businesses improvise with what they have on-hand every single day to keep the focus on their customers or supporters, and to succeed with scrappy determination and keen adaptability.
You don’t have to have the time, manpower, and budget that a Fortune 500 business has in order to achieve your own version of marketing success. Stay true to your business and your brand, put your customer first, and be committed to being flexible.
Want to make the most of what you have? Check out our infographic on maximizing the impact of your marketing hours.
Emily Calandrelli: Find and share your passion
MIT graduate and former NASA intern Emily Calandrelli (or, as parents might know her, Emily from Emily’s Wonder Lab) has devoted her career to educating others, especially children, about STEM topics and space. Her passion for the topic spans multiple books, social media channels, television series, and more. It’s no surprise, then, that one of her lifelong dreams was to go to space herself in some capacity.
In November of 2024, she made it happen, becoming the 100th woman in space as a passenger on a Blue Origin flight.
Many small businesses start with a passionate dream, a desire to create, provide, and innovate. What else do small businesses like solopreneur artists, community nonprofits, and real estate agencies have in common but passion?
Identifying that driving force and making it your cornerstone helps you to cement your brand, articulate your value, and even understand your audience better. And while success may not happen overnight, over time, sharing your passion can attract loyal customers and supporters, building your small business into an out-of-this-world endeavor.
Want to share your passion but not sure how to word it? See how Constant Contact’s Content Generator can help you express your enthusiasm.
Starting or running a small business doesn’t have to be as scary as taking a trip into space, but with the right tools, it can be an astronomical journey.
Check out these other resources to help you go above and beyond in 2025: