1

$125 million for a Grade-school math error

Image: Aaron Lefler

Imagine losing a hugely expensive spacecraft due to a simple mix-up between English and metric measurements . That is exactly what happened to NASA in 1999 when a Mars orbiter designed by Lockheed Martin was lost in space.

The confusion caused a malfunction on the $125 million craft, resulting in the probe’s loss. Although it was unusual for Lockheed to use English measurements for a NASA design (since NASA had stipulated using metric measurements for many years), there were still several instances where the error should have been caught but wasn’t.

2

Toys ‘R’ Us blunder

Image: Taylor Heery

If you think an action figure of a drug dealer isn’t the best idea for a toy store , you’re not alone. Yet, for some reason, Toys "R" Us decided otherwise in October 2014, possibly hoping to cash in on the massive success of the Breaking Bad TV series.

Unsurprisingly, the giant toy retailer was forced to pull from its shelves four collectible dolls based on characters from the AMC hit show, each doll featuring a detachable sack of cash and a bag of meth.

3

Apple Maps' rocky beginnings

Image: CardMapr.nl

When Apple decided to launch its own map application on iOS devices after a conflict with Google in 2012, users quickly realized that the Apple app was not nearly as launch-ready as it should have been .

Locations were mislabeled, roads were missing, and it occasionally steered people in entirely the wrong direction. The problem was eventually, though largely, resolved, but it was an embarrassing misstep for a company known for never launching a product before it was as near-perfect as possible.

4

Bank of America debit card fee

Image: Ali Mkumbwa

Back in 2011, when the backlash against the banking industry had not yet reached its boiling point, Bank of America announced it would charge customers $5 per month to use their debit cards .

It was a bad business decision. More than 300,000 people signed an online petition, and Fox Business Network’s Gerri Willis cut up her debit card on air. The bank pointed to federal regulations as the reason for the charge but ultimately capitulated to consumer demand after a month before the fees went into effect.

5

$33 airline tickets from Toronto to Cyprus

Image: Miguel Ángel Sanz

If buying a business class ticket regularly priced at $2,558 for just $33 sounds too good to be true, it probably is. Except in 2006, when an Alitalia employee accidentally forgot to input two extra zeros when pricing business-class tickets from Toronto to Cyprus.

Due to the exchange rate on that day and the blunder, hundreds of buyers managed to snag fares for just $33. The airline honored those deals, accepting the heavily discounted price for the 509 people who purchased tickets before the error was detected.

6

A $70 million comma

Image: Nattipat Vesvarute

As the folks at NASA and Alitalia have shown us, small errors can lead to costly mistakes. The following blunder comes courtesy of Lockheed Martin , which issued a contract to a customer with a missing comma in the sale price .

The astute customer held the aerospace company to the contract, costing Lockheed Martin $70 million for a C-130J Hercules aircraft in June 1999.

7

Sears misses the ship

Image: Estefania Cortes

A retail giant that faced a situation similar to the one Kodak faced—embrace the new and unknown or cling to the old, successful recipe—Sears sold everything from socks to tires via mail order, shipping across the U.S.

Choosing to stick with the old method, the company ended its catalog and delivery business in 1993 . In 1994, Amazon was founded , filling the business void that Sears had just created. The rest is history.

8

Passing on Microsoft

Image: Jaime Marrero

$60 million might seem like a lot of money to us regular folks, but for someone with very deep pockets like Texas businessman and two-time U.S. presidential candidate Ross Perot, it wasn’t all that much.

In 1979, he was offered the chance to buy Microsoft for that sum. However, his final offer to the tech company was just $15 million, and as a result, the Texan missed out on the opportunity to own what would become one of the biggest companies in the world .

9

Blackberry sticks with the old

Image: Thai Nguyen

Another case of a brand sticking with the old instead of embracing the new, BlackBerry was all the rage at the start of the 21st century— until Steve Jobs came along with the Apple iPhone .

While BlackBerry Messenger was extremely popular, with over 80 million users worldwide, the device lacked the new touchscreen functionality and sleek design of the Apple product. From being a market leader, BlackBerry’s market share plummeted to 0.2% by 2016.

10

RadioShack’s downfall

Image: Jelleke Vanooteghem

Not so long ago, RadioShack was a familiar presence on the streets and the go-to place for buying batteries and electronics. But it was that same brick-and-mortar presence, coupled with a reluctance to embrace e-commerce , that ultimately led to its demise .

Eventually, poor profit margins on what they could sell, combined with a loan they couldn’t repay, brought down what was once the go-to place for electronics.

1

I’m lovin’ it

McDonald’s tapped into the 2003 zeitgeist with its slogan "I’m lovin’ it," one of its most enduring campaigns. It also has a catchy tune originally produced by Pharrell Williams, and Justin Timberlake was paid millions to sing the first radio edit and make it cool.

The catchphrase hits home because it focuses on happy emotions we can all relate to. The active grammar of "I’m lovin it", instead of the passive "I love it", implies an ongoing pleasurable experience, not just one isolated bite .

2

Just do it

How many times have we renewed our New Year’s resolutions, promised to start going to the gym, or get outdoors as soon as spring arrives? But actualizing our ambitions isn't as easy as it sounds.

That’s exactly what Nike captured so well in its iconic slogan, "Just do it", because it motivates action, inspiring a resilient and go-getter attitude. But the origin story is darker than most people know. It was Gary Gilmore, a convicted murderer, who uttered the words "Let’s do it" before his execution in 1977 . Advertising executive Dan Weiden later said that that blunt line inspired the slogan.

3

Maybe she's born with it, maybe it's Maybelline

It’s natural to wonder about the beauty secrets of celebs or people we know. They could be genetics, a healthy lifestyle, or a skin-care routine. Whatever it may be, when we admire someone’s look, we want to find out how they do it.

That’s why this slogan, introduced in the 1990s by the cosmetic brand, works so well. It cleverly leaves room for doubt: maybe it’s natural beauty, or maybe it’s the product . Either way, it connects directly to the desire for effortless, flawless beauty.

4

Think different

Who hasn’t felt different at some point? And being different is often perceived as a negative. Apple flipped the idea, asserting that those who don’t fit in are the ones who change the world ; they are the true visionaries, the rebels and the geniuses.

This two-word slogan, "Think different", used by Apple from 2002 to 2007 and created by art director Craig Tanimoto, appeals not just to what you buy, but to who you become by buying it . The audacious campaign even invoked such history-making icons as Albert Einstein and Martin Luther King Jr. It’s also believed to be a response to IBM’s "Think," adding boldness by even breaking grammar rules (since "Think differently" would be technically correct).

5

Like a good neighbor, State Farm is there

Have you ever run out of sugar and knocked on your neighbor's door? Or has a neighbor fed your cat when you’re away? At the end of the day, everyone wants a good neighbor .

State Farm, one of the largest insurance companies in the U.S., turned a faceless corporation into a helpful friend next door through this jingle, created by Barry Manilow in 1971. It is still widely used today, alongside the "Jake from State Farm" character.

6

Have it your way

Wanting things our way is one of the most universal human desires. But from a young age, we’re taught the opposite: that not everything can go our way and we need to adapt.

Burger King promises the opposite: at this eatery, you can "Have it your way" . Introduced in 1974, it emphasizes customization by letting customers choose their toppings and make the burger their own; turning it into a promise of choice, like no pickles or extra sauce. Here, at least, buyers are the boss.

7

Built Ford Tough

When it comes to vehicles, durability matters, especially over long distances, in tough conditions, and through unpredictable weather.

That’s why this slogan, introduced in 1979 for the Ford F-series, was so effective. It highlights endurance and reliability, while elevating the brand to a whole new level of toughness , asserting that Ford stands out from the rest.

8

Melts in your mouth, not in your hands

Even if we’re not that hungry, thinking of our favorite treats can make our mouths water. This slogan is a good play on this reaction, although its origin is unexpected.

"Melts in your mouth, not in your hands" is the 1954 catchphrase promoting M&M’s candy-coated chocolates. The outer shell is what keeps it from melting, letting you enjoy it without the sticky mess. Reportedly, it was during the Spanish Civil War (1936 -1939) that the creator, Forrest Mars, saw soldiers eating a chocolate pellet that wouldn’t melt in the heat. In fact, during World War II, M&M’s were sold exclusively to the US military for this reason .

9

Don't leave home without it

Getting ready to head out the door is no simple task. Even today, we double-check essentials like keys, wallets, and more.

American Express made a fantastic play on this in its 1975 slogan, first coined by advertising legend David Ogilvy for traveler's checks. Although at first glance it’s simple travel advice, it subtly suggests worldliness, wealth, safety, and security; ultimately making people feel that traveling without the card is simply a bad idea .

10

Can you hear me now?

How many times have you asked this during a call, a Zoom, or a FaceTime? A bad connection leads to poor communication, and Verizon turned that frustration into a memorable message.

Launched in 2002, "Can you hear me now?" reminds us of all the times we’ve asked this question when trying to talk with someone, highlighting signal reliability over cheaper plans. The actor Paul Marcarelli was featured in various locations across the country yelling the question and, after a pause, saying, "Good" . The catchphrase and Marcarelli became so well known that people would shout it at him in real life, and, allegedly, even at his grandmother's funeral.

1

Elvis Presley

Image: Clem Onojeghuo

Yes, the King of Rock 'n' Roll, who revolutionized music with hits like "Hound Dog," was drafted into the U.S. Army. Presley was offered to serve in the Special Services entertaining troops but chose to serve as a regular soldier.

The most well-known name in entertainment at the time, he was stationed in Germany and earned the rank of Sergeant. There, he met his future wife , Priscilla Beaulieu.

2

Morgan Freeman

Image: Harald Müller

Morgan Freeman, the legendary actor revered for his deep, resonant voice and commanding presence, served as a radar technician in the U.S. Air Force before his acting career took off.

There, he harbored dreams of becoming a fighter pilot. Eventually, though, his time in the cockpit revealed that flying was not his true passion.

3

Humphrey Bogart

Image: Tomas Martinez

The iconic star of Casablanca served in the U.S. Navy during World War I. He worked as a coxswain aboard the USS Leviathan , transporting troops to Europe.

Some versions attribute his signature lip scar —and, by extension, his unique speech—to an injury during his service, though some claim it was from a brawl or childhood incident.

4

Jimi Hendrix

Image: Aditya Wardhana

Jimi Hendrix is widely regarded as one of the greatest guitarists in history. What’s less known about him is that he served as a paratrooper with the 101st Airborne Division back in the 60s.

Even less known is that he enlisted in the Army at age 19 as part of a deal to avoid jail time after being caught joyriding stolen cars. He completed 26 parachute jumps before being honorably discharged a year later due to injuries.

5

Bea Arthur

Image: Ajeet Mestry

Yes, Bea Arthur, one of the beloved Golden Girls , was also a trailblazer as one of the first women to serve in the U.S. Marine Corps during WWII.

Her sharp wit and memorable roles like Dorothy Zbornak earned her multiple awards and the hearts of many Americans. But before acting, she had worked as a typist and truck driver for the Marine Corps, eventually reaching the rank of Staff Sergeant.

6

Bob Ross

Image: https://images.unsplash.com/photo-1662796246357-36ffa59acbca?

Can you believe that the cherished, gentle-voiced host of The Joy of Painting served in the U.S. Air Force for 20 years?

Bob Ross, the soothing icon of creativity and positivity who taught millions how to paint in the famous PBS series, was once a Master Sergeant. He worked as a medical records technician stationed in Alaska. It is said that he once vowed never to yell again after retiring.

7

Mr. T

Image: Skitterphoto

Mr. T, born Laurence Tureaud, is recognized for his role in Rocky III and the hit television series The A-Team. Before his rise to fame, though, he was a military police officer in the 1970s.

There, he stood out in basic training, so much so that he was named the top trainee out of 6,000 recruits. An anecdote retells that he was ordered by his sergeant to chop trees down as a punishment. After one hour, he had chopped down 70 trees and was told to stop.

8

Adam Driver

Image: Venti Views

Actor Adam Driver is known for his roles in films like Marriage Story and the Star Wars trilogy . Few know that he enlisted in the U.S. Marine Corps after 2001 and served for nearly three years before being discharged for a mountain biking injury.

Driver served as a mortar in the 1st Battalion, 1st Marines. After being discharged, he co-founded Arts in the Armed Forces , a nonprofit that brought art programs to military personnel and families.

9

Chuck Norris

Image: Andrea De Santis

Chuck Norris, the action star legend, was once an Air Policeman in the U.S. Air Force. It was there, in fact, where he first began his training in martial arts.

A pop culture icon for his tough-guy image and humorously exaggerated abilities, he was deployed to an air base in South Korea in the late 50s. There, he earned black belts for multiple disciplines in martial arts , including Tang Soo Do and Taekwondo.

10

Johnny Cash

Image: Markus Spiske

Here's another musician who had a career in the military. Johnny Cash, the legendary country singer, was a radio operator in the U.S. Air Force.

The "Man in Black" was a Morse Code listener intercepting Soviet transmissions in West Germany during the Korean War. Allegedly, it was during this time that he bought his first guitar and began writing songs.

11

Paul Newman

Image: Keanu K

The blue-eyed actor from Butch Cassidy and the Sundance Kid also served as a radioman and gunner during World War II. He trained as a pilot but was reassigned as an operator and rear gunner due to colorblindness.

In fact, he avoided flying in the Okinawa campaign due to an ear infection his pilot had. This saved both their lives, and Newman lived on to become a Hollywood legend and philanthropist.

12

Clint Eastwood

Image: Brice Cooper

Clint Eastwood, the iconic actor and filmmaker, was drafted into the U.S. Army during the Korean War. He worked as a swimming instructor for the 35th Infantry Regiment.

He even survived the crash landing of a Navy torpedo bomber with engine problems. He and his pilot had to swim two miles to shore near Point Reyes, California.

13

James Earl Jones

Image: Piotr Makowski

Before lending his iconic voice to Darth Vader and Mufasa, James Earl Jones trained as an Army Ranger and served as a second lieutenant in the Korean War.

After graduating from college in the 50s, he was assigned to the Army's 2nd Infantry Division in Korea. He received an honorable discharge as a first lieutenant in 1955 and went on to pursue the same career his father had: acting.