Jean-Claude Torchia 
William Shatner, the Canadian actor who portrayed Captain Kirk on the original “Star Trek” TV series and films, launched into space on Oct. 13, 2021 aboard Blue Origin’s New Shepard spacecraft. Millions of people around the world tuned into the broadcast to watch it happen live. Whether you’re a fan of Jeff Bezos, his Amazon empire or not isn’t the point. One cannot ignore the fact that he teamed up with perhaps the best spokesperson to attract the attention of the world, the 90 year-old William Shatner. Not only was this a perfect fit given Shatner’s awareness and affinity around the world among people of all ages, but what made it exceedingly powerful were the images captured of the Captain in space and upon his return to earth, as he casually walked out of the capsule and into the arms of Jeff Bezos, the mastermind behind the whole thing. Nothing here was scripted which made things even more poignant. One could only be moved by the impact this flight had on Shatner and others. Only time will tell. What this mission or publicity stunt accomplished remains to be seen but one thing is certain – the attention it garnered was astronomical and goes to show what is possible when a brand strategically connects with the right person, organization, sponsorship or charitable cause. The sky is the limit, and success defined “your” way.
