Moonshot: Hypersonic Business Growth Strategies for Culture, Marketing & Operations by James Phillip Arbuckle and Kane Carpenter
When co-authoring a book, one would think the two collaborators would be two peas in a pod. Not so with James Philip Arbuckle and Kane Carpenter, the authors of Moonshot: Hypersonic Business Growth Strategies for Culture, Marketing & Operations (Allentown Publishing, LLC). “We are two people who are completely different in almost every way, shape and form,” they write. But when it comes to the meat and potatoes of their mission, they’re on the same page. “When it comes to business, we think very much alike.”
Using their range of expertise — Arbuckle as the serial entrepreneur and Carpenter as the marketing and growth consultant — these two coo-authors join forces to help business leaders crow their companies. Read more below to learn from their lessons on how businesses can shoot for the moon.
Q: There are business books and business books, so how did you set out to make yours different?
A: In Moonshot, we sought to stand out by bringing together our diverse backgrounds and perspectives on business topics. Readers get the benefit of two distinct viewpoints, offering a unique and comprehensive exploration of each subject, making our book a truly immersive and insightful experience.
Q: Briefly, in a very general sense, what will readers learn about how to grow their businesses?
A: Our book provides readers with practical insights on growing their businesses by addressing the core pillars of marketing, operations and culture. We offer actionable advice based on our own experiences, helping readers navigate common challenges and accelerate their growth while avoiding costly mistakes.
Q: Why the title, Moonshot?
A: Moonshot reflects the ambitious dreams that drive entrepreneurs and professionals to build successful businesses. It encapsulates the idea that building a business is akin to taking a bold leap towards greatness, and our book serves as a guide to help individuals achieve those aspirations.
Q: What change in today’s workforce has had the biggest impact on the way companies operate?
A: One of the most significant change in today’s workforce impacting companies is the shift towards remote and flexible work arrangements. This transformation has forced businesses to rethink their operational models, adapt to virtual environments, and find innovative ways to maintain productivity and employee engagement.
Q: What would you say is the one recurring mistake you see businesses make that is impacting their path to growth?
A: One recurring mistake we observe is businesses failing to prioritize company culture. Neglecting cultural development can hinder teamwork, morale, and ultimately growth. It’s vital for companies to invest in fostering a positive, inclusive culture that aligns with their values and goals.
Q: What was the most painful business lesson you learned from your own experience?
A: You’d like to think that we move quick at our companies and most of the time we do but the tempo of the business world continues to increase and one lesson we learned is that there are probably only a handful of people in the company that are always marching forward at a swift pace. Sometimes, you have to turn around and motivate the people to catch up that are behind you so you can get the whole company moving; moving swiftly in one direction to keep up with the rapidly changing times.
Q: Who is your primary target audience?
A: Our primary target audience includes entrepreneurs, business leaders, and professionals seeking practical guidance and strategies for business growth. Whether you’re a startup founder or a seasoned executive, our book offers valuable insights for all stages of business development.
Q: Any final advice to business leaders?
A: To business leaders, we advise staying open to innovation and continuously learning. Embrace change, prioritize your team’s well-being and development, and always seek new ways to create value for your customers. The journey to success is marked by adaptability and a relentless pursuit of excellence.
James Philip Arbuckle is a serial entrepreneur, startup investor, philanthropist, music producer and business thought leader who has built several multimillion-dollar businesses over the past two decades. He is the founder and chairman of Heavy Hitter Holdings. However, James is no ordinary entrepreneur. Raised in a working-class neighborhood in Downriver, Michigan, James grew up with a natural street hustle and an aggressive outlook on business and life. James’s ambition led him, while still in his teens, to start several companies selling a variety of goods. Ever ambitious, James became one of the youngest recipients of the Microsoft Certified Solutions Expert (MCSE) certification in the state of Michigan. Today, Heavy Hitter Holdings is home to more than a dozen brands spanning recruiting and executive search, market research, human capital consulting, digital marketing, CPG products, music, digital media and publishing, and startup investing.
Kane Carpenter is a marketer, growth consultant, and managing director at Daggerfinn, a boutique employer branding, growth strategies, and organizational development consultancy that lives at the intersection of marketing, workplace culture, and technology. Kane is also a Forbes contributor, serves as the host of the Marketing Unlocked series on Careerology, and shares his thoughts on marketing and finance through his Substack, No Brand Left Behind. He holds an MBA from the Chicago Booth School of Business. Visit kanecarpenter.com.
