updates Armadillo gave on their rocket development progress? They were open about both their successes and failures. First the updates were text based. Then pictures were added. And then, with flame in the machine shop, came Video. And video. And Video.
We not only watched the Lunar Lander Challenge live via the web, but in the months leading up to the official attempts to win the prize, Masten and Armadillo both posted videos showcasing their progress. These videos became bragging rights, milestones, marketing opportunities, insights into their technologies (you better believe Masten and Armadillo disected each other's videos looking for any advantage). And even after the LLC, the videos continue (maybe not as many as we would like), but..
Armadillo to an altitude of 2,959 feet. Video.
Masten first to do in-air restarts. Video.
Armadillo second to do in-air restarts. Video.
Armadillo first to use retractable landing gear. Video.
And the video is not poor quality. These companies recognize the marketing power of these videos.
Multiple camera angles. Video.
High Quality recordings. Video.
Video has power. Video connects a community in a way text and pictures cannot. Below is a Ted Talk by Chris Anderson on the power of video to promote innovation in a community especially those communities whose finished product cannot be emailed to others (think software). Chris's talk is 18 minutes. Watch it and ask yourself, just like Masten and Armadillo, how can New Space use this medium to share more and push humanity out to LEO and beyond. Thanks Chris. Good stuff.