![]() (Material appearing in parentheses was added by Ars for clarification.) Because the comments are candid, and made in private, Ars will not publish the notes in full, nor attach names to individual comments. 1, 2018, under the heading: "Avascent Briefing Notes from Senior Team."Įach section of the story below describes an area that Avascent identified as a strength at SpaceX and highlights comments from senior leaders responding to that strength-or identifying ways Blue Origin could improve. These nine pages of notes were then compiled and delivered to Smith on Nov. And as part of the exercise, they wrote down takeaways from the meeting as well as ideas for Blue Origin to better compete with SpaceX. Those dozen or so senior managers took notes. ![]() So in the late summer of 2018, as Bob Smith marked his first anniversary as chief executive of Blue Origin, he hired a management consulting firm called Avascent to assess SpaceX's strengths and weaknesses.Īfter the firm completed its analysis, the senior leadership team at Blue Origin received a briefing. But they realized that if Blue Origin was going to become a great launch company, it should learn from the best. These were not easy facts for Blue Origin's leadership to contemplate. "Blue is kind of lazy compared to SpaceX," one Blue Origin executive admitted in an internal memo in late 2018. ![]() By the fall of 2018, SpaceX was well on its way to launching a record 21 rockets in a single year, had debuted the Falcon Heavy, and was starting to seriously reuse first stage boosters. ![]() Meanwhile, the rocket company founded by Bezos' rival, Elon Musk, had established itself as the most dominant launch company in the world. With Blue Origin, Jeff Bezos had long talked about building a world-class space transportation company and had even gone so far as to trademark "Build a Road to Space." But despite being nearly two decades old, Blue Origin had not built a road to space, nor even launched an orbital rocket. Aurich Lawson | Getty Images reader comments 553 withĪbout three years ago, Blue Origin officials knew they were behind, failing to deliver on their founder's grandiose vision. ![]()
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