25 December 1968, the crew of Apollo 8 were on their way back to Earth. The three astronauts had become the first humans to travel beyond low Earth orbit and enter the gravity of the moon. They were also the first to see the far side of our distant neighbour and witness an Earthrise with their own eyes.

They had done the unbelievable. The crew had gone 380,000km from our planet and were now a day or two away from Earth. They were as calm as only test and fighter pilots turned astronauts can be while travelling thousands of kilometres per hour through space.

It was Christmas Day on our planet.

During a fairly routine radio broadcast from Earth, mission commander Frank Borman was sent the following simple personal message:

“Stay in there and pitch”.

This baseball reference was significant for a few reasons. It was the saying used by Frank’s dad after he had lost his job during the Great Depression. It was also coming from Susan Borman, Franks wife, who had been 100% certain that her husband was going to die on this mission. She had hidden these fears from him and their family during his training, before takeoff and while he was rocketing through space.

To me, these words are remarkable because everything had been going perfectly.

It is reasonable to tell someone to “stay in there in pitch” after they have been struck out a couple times and are giving it one last go. It is more profound to say it to someone when everything has been going as planned (even if they are sitting in a capsule the size of a car falling faster and faster as Earths gravity has more effect on them as they get closer).

In this context, these words can be translated to stay focused, Keep your eyes open and be ready.

The same can be said in business.

Things may be going well. Your company may be growing. Your team may be happy. Your customers may be loyal.

Stay in there and pitch.