Over at RocketForge Mike Mealling has his RTTM trip report up. One line stands out, regarding changing perceptions: "What does work is creating value for a customer from their point of view and then slowly educating them through direct interaction with the product over time. But it requires the customer to have already made a decision to buy."

This is an excellent point. Only after the purchase decision is made (which may be in a metaphorical sense) can you expect the customer to be sufficiently engaged to stick with a line of argument that may fly directly in the face of things they "know" to be true. As always, it's not what people know that's an obstacle to understanding, it's what they know that ain't so. Once you have buy in (either literally or in the sense of getting seriously interested) there is a possibility of getting people to change their view. It's not just physical products that have this dynamic, it's ideas too. In fact, I'd argue that in the case of a physical product it's the idea associated with the product that's important, not the product itself.

Unfortunately people tend to be very committed to their beliefs, usually without regard to how well supported they are. Everyone likes to be told stuff they already believe to be true. It takes active effort and a commitment to truth before comfort to actively seek out opposing ideas and to take them seriously. Unfortunately very few people choose that path.

Applications to RLV development, politics and anything else is left as an exercise for the reader. Bonus points for figuring out how to get the initial buy in to RLV development needed to start the process of changing perceptions. Hint: begins with "Sub," ends with "Orbital" :-)

> In fact, I'd argue that in the case of a physical
> product it's the idea associated with the product
> that's important, not the product itself.

Very much so. But its not just the "idea", but the "experience" of the entire purchase. Starbucks doesn't sell coffee. Anyone can do that. Starbucks is a reliable and complete experience regardless of what you buy.

You also have to through Maslow's Pyramid of Needs in here in order to understand how people segment thoughts around space.