We recently connected with Scott Hathcock and have shared our conversation below.
Scott, thanks for taking the time to share your stories with us today Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?
As President & CEO of Moonshot (www.moonshotaz.com), this mission holds immense personal significance to me. It’s not just a professional endeavor; it’s a reflection of my beliefs and values. Our mission to democratize entrepreneurialism resonates with me on a profound level because it embodies the core principles of equity, inclusivity, and community empowerment. I firmly believe that talent, creativity, and innovative ideas are not limited to urban centers or major cities. They exist in every corner of our country, in rural areas, small towns, and underserved communities. Yet, the resources and opportunities needed to transform these ideas into thriving businesses have historically been concentrated in urban hubs.
The realization we had in 2017, comparing Moonshot’s role to Flagstaff’s contribution to the Apollo moon landings, struck a chord with me. Just as Flagstaff played a crucial role in a historic event that transcended its size and location, Moonshot empowers entrepreneurs to dream big and pursue ambitious and radical business concepts, regardless of where they are located. We provide them with the expertise, support, and resources they need to succeed, just like the Apollo mission received the support it needed to reach the moon.
Our commitment to eliminating barriers for people in rural communities aligns with my belief in self-sufficiency and the power of entrepreneurship as a force for positive change. By fostering entrepreneurship and workforce development in underserved areas, we are not only helping individuals and families improve their own lives but also strengthening the fabric of entire communities.
Moonshot isn’t just about breaking new ground; it’s about breaking down barriers and leveling the playing field for aspiring entrepreneurs. It’s about ensuring that good ideas, regardless of where they originate, have the opportunity to flourish and contribute to economic growth and community development.
Scott, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’ve served as the President and CEO of Moonshot for the past seven years. Since the nonprofit’s inception it has experienced several name changes. We started as the Northern Arizona Technology Business Incubator (NATBI), then transformed into the Northern Arizona Center for Entrepreneurship and Technology (NACET), and finally, in 2017, I spearheaded the rebranding to Moonshot. Before taking the helm at this nonprofit, my career journey included 11 years in the entertainment industry on the distribution side and six years working with technology startups. However, it was in 2012 when my family and I relocated to Flagstaff, Arizona, that I faced a significant professional pivot. In this picturesque mountain town with a population of just 70,000, opportunities in technology and entertainment were scarce.
A brief stint as the Business Development Director and Vice President with the Greater Flagstaff Chamber of Commerce introduced me to the nonprofit sector, but it also revealed my reluctance to engage in a role heavily influenced by politics. I firmly believe that a mission-driven approach should always take precedence over politics whenever possible. It’s essential to understand the political landscape to navigate it effectively while staying true to the mission.
When the opportunity arose to become the President and CEO of what was then known as NACET, I seized it. Within the first year of taking on this role, I recognized the organization lacked a compelling “brand story.” Drawing from my experiences in entertainment and startups, I understood the critical importance of having a compelling narrative, particularly one that answers the question “why?”
To me, a rebrand was pivotal to the future success of leading the nonprofit. I brought in Tommy O’Connor as my Vice President of Marketing & Branding, and together, we honed in on “Moonshot” as our brand identity, swiftly developing our compelling “why?” behind the name.
Our revelation came from Flagstaff’s historical role as the training ground for Apollo astronauts preparing for the moon landing. We realized that, like our small rural town, Moonshot’s mission was about surrounding visionaries with experts and resources to help them succeed in their missions. I found inspiration in President John F. Kennedy’s speech, where he publicly declared our nation’s intent to put a man on the moon, even when it seemed uncertain and unsafe. This was our “aha” moment.
Every day in our office, we witnessed visionary startup founders stepping forward, making their public proclamations and articulating their reasons for starting their businesses. At Moonshot, we reward this audacious step by connecting them with experts from our extensive network, helping them overcome challenges, and bring their ideas and services to market.
The inevitable question I am asked is, “Did the rebrand work?” The answer is a resounding yes, and it continues to do so. We tripled our annual revenue, increased campus occupancy from single digits to an average of 80% year after year, expanded our state presence by 45%, and most importantly, saw a remarkable 123% rise in corporate donations and sponsorships.
While our success involves more than just rebranding and storytelling, I firmly believe that changing our brand to an inspirational and aspirational storyline served as the catalyst. People, whether staff, clients, board members, or corporate partners, like to associate themselves with brands that resonate with their personal values and missions. Moonshot’s transformation into an organization that embodies ambition and aspiration has made all the difference.
Have you ever had to pivot?
Steve Jobs once famously remarked, “You can’t connect the dots looking forward; you can only connect them looking backward. So, you have to trust that the dots will somehow connect in your future.” I learned this valuable lesson early in my career, particularly when explaining a period of significant job changes. My father pointed it out after reading one of my resumes, saying, “I don’t know how you did it, but you managed to make your career journey on paper make perfect sense.” He was absolutely right. Somehow, intuitively, I knew how to craft my narrative with the goal of securing my next job. I’ve gone through multiple career pivots that have significantly shaped my professional brand, and I wouldn’t be where I am today without those shifts. However, not all these pivots need to be public or define your current narrative. It’s essential to use your judgment, carefully select your pivots, and ensure they align with your brand and contribute to shaping future opportunities. Some pivots may remain dormant in your memory, only to make sense one day when integrated into your brand – and that’s perfectly acceptable. Your story is yours to tell and share as you see fit, as long as it remains authentic.
Regarding my approach to operational oversight, especially within my nonprofit board, I’ve openly expressed my inclination to “fly the plane as we build it.” There have even been instances when I’ve suggested that we might not even end up with a “plane” once the construction is complete. I believe I can embrace this philosophy because our mission remains clear: we believe in the potential of good ideas emerging from anywhere, and as an organization, we work to remove barriers for individuals in rural underserved communities. Our goal is to cultivate an entrepreneurial mindset and accelerate workforce development in these communities. How we reach our destination is less important than reaching it.
While a good portion of my ideas may not succeed, and I pivot frequently, I strive to pivot swiftly to minimize costs to the organization and the communities and staff we serve. As a mission-driven nonprofit, constant experimentation and adaptation are inherent in our funding models, and staying relevant is crucial. At 52, I’ve come to understand that my leadership approach will always lean towards creating and building something new. If my role were solely about maintenance, I would have left years ago. I consider myself fortunate to be in a position where I can pivot while still connecting the dots that ultimately make sense in my journey.
How’d you meet your business partner?
At Moonshot, I’ve been fortunate to have three exceptional co-pilots on this journey. The first among them was my good friend and talented designer, Tommy O’Connor. In 2016, I made it clear to the hiring panel that rebranding the organization was a top priority for me if they were to bring me on board. However, once I was hired, budget constraints prevented me from engaging an external branding and marketing agency. So, I turned to Tommy, who had already assisted me in crafting my proposal to that very same hiring committee. We were already aligned in our vision for the brand, and I realized that hiring him full-time would be more cost-effective than retaining him as a contract designer. Over the course of several months, Tommy and I brainstormed, debated, celebrated, enjoyed martinis, and essentially “focus-grouped” ideas until we successfully arrived at the name “Moonshot.” With the naming decision made, I entrusted the rest of the branding process to Tommy, and what he created was nothing short of brilliant. After a year and a half, Tommy and I went our separate ways, but he remains a friend, and he still considers his work for Moonshot as some of his best. My next invaluable Moonshot co-pilot entered the picture through a prior job. Amanda Kristinat and I had met while working at the Chamber of Commerce, with her serving as the Business Manager during my tenure. Subsequently, we both ventured into leading our own nonprofit organizations, with Amanda taking the helm at the Boys & Girls Club of Flagstaff and me at Moonshot. During my first year as President, I realized I lacked a clear picture of our financials. Although they seemed acceptable on paper, my intuition told me otherwise. I needed someone I could trust by my side, so I brought Amanda on board as Moonshot’s CFO. My timing couldn’t have been better, as she quickly brought to my attention that we had only a month’s worth of cash in our accounts to cover payroll. It was a wake-up call, and I thought, “I’ve just graduated to the adult table.” Despite inheriting a million-dollar annual budget, we had a $584,000 revenue deficit on paper. This meant we weren’t generating the necessary cash flow. We managed to find the funds and subsequently ensured that a cash flow deficit wouldn’t occur again on our watch. We achieved this by constructing new financial models and eliminating clients or programs that were costing our organization more than we were earning. Unfortunately, our partnership came to an end this September due to her unexpected passing at the age of 48. We had an unspoken agreement that, regardless of our individual career paths, we wouldn’t leave the other behind. Our respective strengths complemented each other seamlessly, with her calm demeanor balancing my enthusiasm and her financial acumen keeping our budgets on track. Together, we embodied the equilibrium between visionary aspirations and practical execution. Amanda played a significant role in any recognition or accolades I’ve received for Moonshot. Her mark will forever be indelibly etched in any future successes the organization achieves, and my gratitude towards her knows no bounds.
Finally, my third co-pilot is none other than my wife, Kiersten Hathcock. In 2018, the Moonshot board made one of their wisest decisions by hiring Kiersten. Truth be told, they would have been remiss not to do so. Kiersten brought a wealth of experience to the organization, being the founder of Mod Mom Furniture, a former Shark Tank winner, a public speaker (including a TEDx talk), a graphic designer, a business mentor, and, since 2022, a published author. Her boundless energy, unwavering support, strong work ethic, creativity, and drive fuel the daily operations of our “airplane.” I may not always publicly acknowledge her contributions enough because we initially faced skepticism over nepotism. However, she is fully deserving of praise for her work at Moonshot, just like anyone else. Those who know us are aware that we are constantly brainstorming, working, and creating – whether at home, in the car, during vacations, or at all hours. We work this way because we genuinely enjoy it, and both of us are doers. We relish the creative process as much as the satisfaction of producing something valuable. Kiersten inspires me daily to do my best, and if ever I have too much on my plate, she’s there to ensure the job gets done. I recognize the immense fortune of having a partner and co-pilot like her, but it didn’t happen overnight; we’ve worked diligently to cultivate our relationship to its current state. I cannot and will not diminish the professional role she has played at Moonshot.
Contact Info:
- Website: www.moonshotaz.com
- Instagram: https://www.instagram.com/moonshotpioneers/
- Facebook: https://www.facebook.com/MoonshotAZ
- Linkedin: https://www.linkedin.com/in/scotthathcock/
- Twitter: https://twitter.com/moonshotaz
Image Credits
2023 Shoemaker Awards Program photo by Patrick Ryan