Update Kennedy's speech post

src/content/posts/john-kennedy-space/index.md

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 title: John F. Kennedy Address at Rice University on the Space Effort
-published: 2024-07-28
+published: 2024-08-08
 description: The great speech that inspired thousands of minds for Space Exploration on Sept. 12, 1962
 image: './cover.png'
 tags: [ "English" ]
 category: Leadership
 draft: false
-font: USDeclaration
 ---
 
+Five Stars
+----------
+
+:::tip[Source]
+[_Five Stars_](https://trello.com/c/thMj5Mi6), Carmine Gallo. St. Martin's Press, 2018. ISBN 978-1250155139.
+:::
+
+Robert Frost wrote that John F. Kennedy's election heralded "a golden age of poetry and power". Frost was right. In 
+the speeches that Kennedy delivered to inspire the country to build a moon program, Kennedy translated his ideas into
+language that fueled one of the greatest achievements in human history. Recently scholars have identified some of his
+most effective rhetorical techniques.
+
+Wharton management professor Andrew Carton stumbled upon Mars's story as he pored over 18,000 pages of documents,
+transcripts, and internal NASA memos from the Apollo program, America's ambitious initiative, begun in 1961, to put a
+man on the moon. Carton noted a common thread among the writings of Mars and the other NASA employees across all
+functions - accountants and administrators, clerks and engineers. They'd all been profoundly inspired by the words of 
+one man: John F. Kennedy.
+
+Carton identified the rhetorical formula behind Kennedy's successful communication and explained how his speaking skills
+triggered massive action.
+
+1. First, "Kennedy reduced the number of NASA's aspirations to one." When NASA was established in 1958, it had several
+   objectives, among them to establish superior space technology, to achieve preeminence in space, and to advance 
+   science. Kennedy chose to focus on the single goal of sending humans to the moon and returning them safely to Earth.
+   __It's easier to rally a team around one common goal than to divide their attention__.
+2. Second, "Kennedy shifted attention from NASA's ultimate aspiration to a concrete objective." In other words, Kennedy
+   took the abstract (advancing science by exploring the solar system) and made it tangible. On May 25, 1961, Kennedy 
+   told the U.S. Congress: "This nation should commit itself to achieving the goal, before this decade is out, of
+   landing a man on the moon and returning him safely to earth." Kennedy articulated __a concrete goal and attached a 
+   specific deadline__ to it.
+3. Third, "Kennedy communicated milestones that connected employees' day-to-day work with concrete objectives."
+   Kennedy outlined three programs and three objectives: The Mercury program would send an astronaut into orbit; Gemini
+   would teach NASA what it didn't know about space walks and connecting two spacecrafts together; and Apollo would 
+   ultimately put a man on the moon. The "__rule of three__" is a powerful communication technique that superstar
+   persuaders use to mobilize their listeners.
+4. Fourth, "Kennedy emphasized the impressive scale of the objective with metaphors, analogies and unique figures of
+   speech." Kennedy relied on a rarely used technique that linguists call "embodied concept." __It binds a concrete 
+   event (landing on the moon) with an abstract aspiration (advancing science)__. The abstract and concrete become one
+   and the same. For example, in a speech at Rice University in 1962, Kennedy said, "Space is there and we're going to 
+   climb it, and the moon and the planets are there, and new hopes for knowledge and peace are there." Kennedy gave
+   abstract ideals like knowledge, peace, and exploration a real location.
+
 The Great Speech
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