When Neil Armstrong took that first step on the Moon in 1969, over 600 million people watched. It wasn’t just a technological breakthrough but a masterclass in human storytelling. NASA didn’t simply launch astronauts into space. They launched a narrative of courage, innovation, and shared vision. And the world listened. Today I ask myself: Why hasn’t mining, an industry that powers nearly every modern advancement, received the same recognition, curiosity, or admiration? Mining makes the modern world possible: electric vehicles, solar panels, wind turbines, mobile phones, and medical technology. They all rely on mined materials. Yet, the public conversation around mining still lacks inspiration, context, and connection. => We’ve focused on operations, not on storytelling. ------- => A new opportunity for mining engineers: sharing stories grounded in truth For years, mining has been discussed by voices outside the industry, journalists, politicians, marketers, and even lawyers and investors who’ve never stepped onto a site. Some have done well, and others have completely missed the mark. As mining professionals, we know what it’s like to walk into a decline at 4 a.m., lead a crew in 40-degree heat, and juggle safety, performance, and sustainability at the coalface. We’ve seen breakthroughs and breakdowns, the impact on communities, and the transformation in and beyond the mine. That lived experience is powerful – and it’s time we share it. A new space is opening for technical professionals to move into mining marketing and communications, not by abandoning our expertise, but by amplifying it through honest, technical storytelling. => Because people aren’t inspired by data alone – they’re moved by connection. ----- => Mining marketing isn’t a luxury. It’s a strategic priority. Let’s be honest: our industry is facing a trust gap. Community resistance, ESG scrutiny, and a talent shortage are symptoms of a deeper issue: People don’t understand what we do, and we haven’t taken the time to explain it properly. A 2023 report by McKinsey & Co. found that industries with stronger storytelling and public engagement attract more investment and talent. EY’s 2021 findings were clear: mining is still seen as traditional, slow to change, and disconnected from purpose – even as we lead some of the planet's most complex innovation and transformation efforts. And this isn’t just about the general public. Lawyers, regulators, and investors also need stories that help them understand our challenges, vision, values, and risk profiles with greater clarity and trust. We can no longer afford to let others define our narrative. It’s time to invest in mining marketing with the same seriousness as in safety, ESG, and production. ---- => Engineers must lead this change Who better to explain the complexity of decarbonising a fleet, or the strategic importance of critical minerals, than the people doing the work? We need mining engineers who speak both geology and humanity. Who can translate a mine plan into a purpose? Who can explain what’s inside the orebody, but also what’s inside the hearts of the people driving our industry forward? This isn’t about oversimplifying. It’s about building a bridge between the mining world and diverse audiences – communities, students, policymakers, journalists, lawyers, and investors. As someone who’s worked in underground and open-pit mines across Australia and Latin America, I’ve seen the shift that happens when we take ownership of our story, not just the technical version but the human one. ---- => What if mining had its own “Apollo moment”? The Apollo mission united people through science and hope. What if we could do the same for mining? What if our mission was not only to power the energy transition, but also to inspire the next generation, and build trust with those who fund, regulate and advocate for the future of mining? We can, but only if we step out from behind our spreadsheets and start sharing what we do with purpose, clarity, and heart. Let’s talk about the dust. The long swings. The pride of a safe blast. The women changing the face of our industry. The innovation behind block caving. The community now has access to power because of a nearby mine. Let’s talk about what mining truly is. ---- => The road ahead This isn’t a communications trend. It’s a shift in leadership. Mining needs more authentic, technical, relatable voices – people who can speak from lived experience and bring the real story of mining to life. We’re not here to sugarcoat. We’re here to reshape the narrative with strategy, humanity, and truth. So the next time a student, journalist, lawyer or investor asks: “What do miners do?” Let’s make sure they don’t have to guess or Google it. Let’s make sure they hear it directly from us. Just like the moon landing, mining is full of stories worth telling. And maybe–just maybe-the world is ready to listen. 📬 Thanks for reading this edition of Mining Insights. Please share it with someone who needs to hear the real story of mining. ________________________________________ ✧ References: • McKinsey & Company (2023). "Winning in the era of ESG: How mining can build trust." • EY (2021). "Top 10 business risks and opportunities for mining and metals." • NASA Archives (1969). Apollo 11 Mission Report. • Harvard Business Review (2020). "The Science of Storytelling: Why Stories Make Us Human and How to Tell Them Better." • International Council on Mining and Metals (ICMM). Responsible Mining Framework (2022)