Skip to content

Intuitive Machines, Inc. Lands 'Odysseus' Launch

Week of 2/26-3/1 2024

What's The Deal: On February 23rd, 2024, Intuitive Machines, Inc. (Nasdaq: LUNR, LUNRW), etched its name in the celestial record books with the successful lunar landing of its Nova-C class lunar lander, "Odysseus." This groundbreaking mission was launched atop SpaceX's Falcon 9 rocket. Founded in 2013, the Texas-based company has emerged as a pivotal player in the space industry, specializing in space exploration with offerings spanning robotic and human exploration missions to the Moon, Mars, and beyond. The historic landing of "Odysseus" marked a remarkable milestone; it was the first private and American spacecraft to touch down on the lunar surface in 50 years. 

What They Got Right: The official announcement on February 15th, 2024, through a press release, was accompanied by a multimedia blitz on social media. This included posts and videos shedding light on the company, its dedicated team, the technology involved, and the challenges surmounted during a decade-long journey—a narrative framed by its leadership's impressive 250 years of combined experience. The company provided live scenes from the Nova Control Center during the landing and posted the progress despite many challenges. This cadence of updates allowed the global audience to examine the mission's challenges and the ingenuity employed to overcome them. When approaching the moon, a few hurdles moved the module to land a mile from the original location. A stone in the crater where the module landed made “Odysseus” tilt on one of its sides at 30 degrees a few minutes after landing. Its CEO informed the company and the world that the module was intact, and a big applause followed.

Nevertheless, it was unclear if it could perform its mission. Despite all this, they did a great job communicating transparently about the situation. During a press conference on 2/27/24, the CEO, in collaboration with NASA - National Aeronautics and Space Administration, affirmed the mission's resounding success. All tasks assigned to "Odysseus" were executed flawlessly. 

What's The Watch Out: Scientific milestones demand a refined communications approach, balancing technical content, data, and visuals. The equilibrium ensures engagement with both enthusiasts/experts and the broader public. Intuitive Machines navigated this challenge, avoiding being overly technical or too superficial. The successful storytelling experience showcased the company's technological prowess and highlighted its exceptional communication strategy throughout the mission. The swift rise of a company/brand to familiarity under challenging conditions presents an opportunity for a firm to solidify its position in the industry. 

Disclaimer: Intuitive Machines Inc. is not a Perceptual Advisors LLC client.

About the Author

Claudia co-founded Perceptual Advisors with Dan Tarman to develop creative solutions through a rigorous and purposeful strategic process, and execute with a focused and intense approach to delivering measurable outcomes.

Claudia brings her 25+ years of business management and marketing and communications experience. Amongst Claudia’s accolades, she was recognized among the global top 100 most influential people by PR Week and won the iconic Gold Stevie Award for the best Executive of the year in Latin America. Throughout her career, she held positions as President and CEO, EVP at Hill+ Knowlton Latin America, Global Client Leader, SVP Americas at LLYC, Country Manager, Innovation and Technology Chairman, Head of US Hispanic Practice, and Regional Client Leader at Burson-Marsteller (BCW). She led international client work for Nestle, Ford Motors, Intel, Walgreens Boots Alliance, AT&T, Facebook, Allergan, Pfizer, Medtronic, HP, Unilever, Qualcomm, Sony, Accenture, and FedEx amongst others. 

In addition to serving as Co-Founder of Perceptual Advisors, Claudia also leads the firm's travel and tourism practice, drawing on her extensive experience doing country branding for several Latin American countries during her career.

Gioia brings the experience of a multidisciplinary career, which started at a noticeably young age in the advertising industry at J. Walter Thompson. Later, she founded Im-Pulsar editorial group in a joint effort with the National Institute of Agro-Industrial Technology to develop specialized content to keep the agricultural industry abreast of innovations in various fields.

She holds a BA in Education and Psychology and is certified by the University of Yale and the Chinese School of Business -CKGSB- in Global Digital Branding, by the University of Virginia in Digital Transformation, in Entrepreneurship by Wharton School, and the Scotwork Institute in Negotiation Skills.