The F-15 Project™

The F-15 is America’s proof to the world that if you put a big enough engine on it, you can make a brick fly.

A retired F-16 jockey-cum-airline pilot told me that once. Okay, he probably didn’t invent that line and it probably didn’t start with this particular aircraft but it is what it is.

Anyway …

Welcome to the F-15 Project.

If you go to business school (I didn’t) they tell you on like the third day that sunk costs are not a consideration. Sunk costs are just that: sunk. That’s money you spent last year. It ain’t comin’ back.

If you stay in this business long enough – say a month or two – you will find yourself in a meeting where somebody makes a case for driving a product by sheer force of will.

And promotional budget.



Remember this guy?

Any others?