About Michael Moon

Professional Summary

Executives worldwide recognize Michael Jay Moon, CEO, GISTICS, as dynamic public speaker, prolific writer, innovation catalyst, and masterclass coach.

He contributes to client projects and programs as a master of the obvious, catalyst, strategist, workshop leader, and industry networker.

Michael Moon has delivered more than 400 keynotes, presentations, executive seminars, workshops, and Web-based webinars around the world, earning acclaim as a visionary, provocative pundit, and transmedia storyteller.

McGraw-Hill and its international affiliates offer Mr. Moon’s book, Firebrands: Building Brand Loyalty in the Internet Age, in 13 languages. Chief Executive Magazine featured him in one of their “Technology Gurus” of 1999.

He has lectured at UC Berkeley, Stanford University, San Francisco State University, California State University—East Bay, Fielding Institute, and St. Pölten University (AT), and has authored more than 40 white papers and 100 long-form interviews.

Michael Moon maintains four LinkedIn social networking groups that serve international networks of innovation leaders, subject matter experts, and master-class practitioners with approximately 6000 members and growing:

Curriculum Vita: The general course of life

CEO, GISTICS Incorporated

June 1987 – Present (24 years and counting)

Role: Executive in charge of building a global brand-franchise and trust network. Position entails coaching managers in developing systems and action plans that ensure timely delivery of services that meet or exceed clients’ criteria for value, quality, and satisfaction

Key Insight: “As a business owner and entrepreneur, I took to heart the coaching advice of Peter Drucker given to James Collins: ‘You can build a great company, or you can change the world. You cannot do both. So, if you choose to change the world, you should never grow larger than 10 or 15 people.’ Enough said: small remains forever beautiful.”

Editor in Chief, Journal of Digital Asset Management

March 2004 to December 2010

Role: Led editorial development, conducted and edited 100-plus long-form interviews, worked with marketing team to create unique promotions, and conducted 900-respondent survey of best practices.

Key Insight: “The combination of primary research of early adopters, service journalism, a few willing masterclass consultants, and a small industry conference can still drive the creation of new markets. We did just that.”

Contributing Editor, Morph’s Outpost, Inc.

1993 – 1995 (2 years)

Role: Advised founding team, assisted in development of brand identity, editorial concepts, and the launch of magazine, using primary research conducted at GISTICS of multimedia developers and personal computer industry. Wrote monthly column, Digital Depot, and the Interactive Index of interesting statistics.

Key Insights: “The really fun, goofy, experimental stuff of youth can become the kernels of wisdom for later in life. Do fun goofy stuff and figure out later how to make it profitable.”

Director, Marketing, Electronic Trend Publications (acquired by New Venture Research)

1985 – 1987 (2 years)

Role: Marketed new technology and market-sizing assessments of emerging technology sectors such as ASICs, gallium arsenide IC, CD-ROMs, parallel processing in high-performance computing, single-chip DSP, surface-mounted packaging, lasers in semiconductor processing, and technology licensing. Developed innovative and still relevant direct-response mailing system that induced senior-level executives at Fortune 500 to opt-in.

Key Insights: “If you want to be a leader, find a parade and get out in front of it. Most great technology parades begin in labs, garages, and dorm rooms. If read about an innovation in the NY Times, Wall St. Journal, or Business Week, you missed it: the parade will have left town last month.”

CEO, Michael Moon Associates

1981 – 1985 (4 years)

Started and operated multi-discipline marketing and communications agency. Launched the SyQuest brand (design by Mark Anderson Design). Developed analyst and press programs for SyQuest, Ampex, and Fusion Products. Conceived and executed integrated marketing communications for DCA, Software Express, and Applied Software Technology. Developed and executed an executive briefing series for HP. Developed and benchmarked positioning facets of new categories among hitech journals (dubbed PR-Q–an industry first). Developed internal sales process and account management systems for the Computer Post retail franchise.

Key Insights:“B2B marketing is all about leads and account control; B2C marketing is all about brand, word-of-mouth, and publicity; Retail is all about getting locals in the front door and steering them to the higher margin to buy; most good marketing professional love great marketing—at least what strikes them individually as great. There is absolutely no accounting for taste. Beware of any marketing or brand pro who wears bad shoes.”

Account Manager at Lutat, Battey & Associates

1980 – 1981 (1 year)

Managed full-service advertising accounts: Shugart Associates, Seagate Technology, Altos Computers; developed copy-concepts and media plans; led major corporate and product launch of Seagate Technology.

Key Insight: “Clients expect to be loved by their agencies; some are easier to love than others. Like all good moms, agency-as-mom never says which one she loves the most. Some companies start great and carry on from there. Others aspire to be great; some figure it out; most do not. The chief exec cannot fake leadership: either you walk the talk, or you blow smoke.”

Account Executive, Regis McKenna Inc

1979 – 1980 (1 year)

Worked on major silicon valley accounts: Apple, Intel, SofTech, and MicroFocus; attended many meetings that made no sense at the time that, nonetheless become pivotal later; a little technical knowledge in a company of absolute non-techies makes you needed, compensating for an utter lack in other professional skills.

Key Insight: “Apple was, is, and will always be a consumer company. It did not and still today does not ‘do marketing’. It did and continues to do something more akin to theatre, grand spectacles of a king’s progress, and tribal storytelling. It reflects the hard work of ‘editing’ the creativity of others, using exquisite taste and transcendent imagination.”


University of California, Santa Cruz

BA, Religious Studies 1971 – 1975

With the intent of pursuing a career in international relations, I dove into the comparative study of religions, believing (then and knowing now) that the moral imperatives and social norms of a particular society derive from its religious traditions and institutions.

Finding dogmas and doctrinal analysis utterly boring and pointless, I took a lifelong interest in spiritual traditions, their founders (mystics, prophets, poets, curandos, brujos, shamans, etc.), and how these founders transformed the world, creating the great religions that we know today (and a few lesser known, but vibrant underground societies and guilds). In particular, I delved into core practices of mindfulness, structured imagination, and intentionality.

I studied almost exclusively during my four years at the University selected spiritual traditions through words and life stories of their founders, later continuing my lifelong journey of personal discovery, self-cultivation, and mastery of the moment Now.

Key Insights: “I found a deep congruence of language and thought between the great prophets and the great Silicon Valley entrepreneurs: they all share a transcendent imagination and burning desire to change the world; they often arrive from the hinterlands as unknowns; they often lack if not shun formal education and training. Only Silicon Valley entrepreneurs express their transformational visions using mathematics, physics, and engineering. Mystics and saints use story, poetry, and theater.”

Other Studies

I have maintained the discipline of self-directed life-long learning and personal immersion.

Noted scholars with whom I studied at University of California at Santa Cruz:

  • Gregory Bateson: British anthropologist, social scientist, linguist, visual anthropologist, semiotician, and cyberneticist.
  • Norman O. Brown: Essayist, professor History of Consciousness and Literature, and author.
  • Page Smith: Historian, social activist, author, and sage.

Noted rouges and innovators with whom Michael Moon studied as a seminarian or apprentice:

Key Insights: “Experience teaches. Information merely reminds.

“Imagination, more than anything, constitutes the greatest teachers of all time. Who or what we bring into our private classroom—our personal subjective experience—determines the vector, thrust, and arc of life.

“Great teachers do not really ‘teach’; they exude a resonance, a way of being, and a persistent interpretation of the moment Now. They teach through osmosis and a master-apprentice relationship”

“All spiritual, metaphysical, philosophical, and (most) psychological systems boil down to this: Source or whatever you want to call Intelligence, bestows upon us one thing—the moment Now, utterly empty, pristine, and full of potential. How we fill these moments—how we direct our attention or allow things to creep into our moments of Now—become the stuff of our individual lives and collective experience.

“We can, will, and must move beyond mere mindfulness—the active witnessing of the moment Now—and into the directed construction and joyful, deliberate co-creation of each successive moment of Now.

“Beliefs, imagination, and self-directed attention entail the most important factors—the most active ingredients—in our construction of the moment Now.

“We learn by doing. We learn faster by intending to learn, uncovering the basic patterns of learning. We learn even faster and more comprehensively when we have uncovered how we individually learn best—and therefore how to support others learning in their own optimal way. With intentional practice, we pass a threshold, entering the realm of self-mastery—where everything teaches. Then the real work begins: What’s intrinsically worth doing, surrendering to it without reservation or hope of escape?

“Being asleep or ignoring this does not preclude self-accountability; it merely induces sudden pain, shocking loss, and disappointment—all clarion calls to reawaken.”

Noted practices that Michael Moon studied as an seminarian or apprentice:

Key Insights: “I found an inherent and stunningly beautiful structure to an ‘experience’—a total, multi-sensory construct of each moment in the flow of time—and that like potter’s clay, one can shape and mold experience-as-a-construct into exquisite works of uplifting art or ghastly expressions of fear. A choice, always a choice!”

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