I never quote Seth Godin. I find his stuff far too happy-clappy for my comfort zone (ach– another americanism!) Yet here I am: Seth on America choosing Neil Armstrong as their ‘moon landing guy’:

NASA did what many organizations do when picking someone to act as company spokesperson. They avoided risk, played it safe and chose someone who wouldn’t make a ruckus.

What a shame.

Armstrong could have taught the world about science. He could have done work that would have won him a Nobel Peace Prize. He could have had a huge impact on his country and the world. Instead, he mostly disappeared.

Many organizations worry that if they put their clout behind an individual, he or she will gain notoriety and power and eventually double-cross the organization. So, instead, they go for bland.

Bland is a tad harsh, though I wish they’d chosen Buzz for the first man on the moon. He’s got a much cooler name. There’s another reason as well — because I continually get to tease my wife for confusing him with Buzz Lightyear on one occasion. (Buzz Lightyear apparently trained on Lanzarote’s volcanos for his moon trip).

Speaking in my capacity as a has-been journalist, bland won’t get you a headline in a magazine or newspaper. But hang on… Neither will the out-spoken fool.

No journalist is going to publish a story that says ‘Dave Colossus, mega-spokesperson for XCorp, today said they’d be curing cancer within a year using the power of social networking’. Dave Colossus (not his real name) is out of a job within a week, and the fools that did print the story, well, probably they keep their jobs in my experience.

Stick to bland, and true. And bollocks to you, Godin: I’m not sure I’ve come across a better quote in the last forty years than ‘One small step for man; one giant leap for mankind’. If that’s bland (and even if he got it wrong), it’s still pretty magical.

But I still wish it was Buzz.