90 REAL-LEADERS.COM / WINTER 2020 IMAGINE Imagine the Power of a Name to Inspire Us. NASA is renaming its headquarters after its first black female engineer, Mary Jackson, whose work contributed to America’s early space programs. She achieved success in the face of racial discrimination, despite black employees being forced to use different canteens and bathrooms. When Jackson applied for engineering training, she needed permission to take classes with her white peers. She went on to gain NASA’s highest engineering title in 1979. In 2019, NASA renamed its address to Hidden Figures Way, following a movie of the same name, which tells Jackson’s story. What part of your business or brand could you rename to honor a person or cause? It’s the quickest way to appeal to the next generation of customers looking for brands with broader social meaning. NASA LANGLEY RESEARCH CENTER