When you think about it, it’s obvious. When all international Bad Boys of Corporate Innovation started getting into the Space Race, it was inevitable that Jeff Bezos would join them.

Recently, Blue Origin, the space exploration LLC owned by Amazon founder and Architect of Modern Consumerism, Jeff Bezos, achieved what it – and everyone else – called a key milestone. To whit, safely launching a rocket that ALSO safely returned from space.

So-called “reusable” rockets is a huge step for the for-profit space entrepreneurs. When you know, the money’s going to keep rolling in, just letting the rocket components “splashdown” is no big deal. But if you are trying to turn a profit, you can’t just keep tossing your rockets in the trash like crushed Natty Lite cans.

Everyone is trying it. Bezos just made it work. The vehicle, named “New Shepard”, rocketed 100 kilometers into space and landed back at its launch site … according to a Blue Origin press release.

Bezos was beside himself with delight in his message: “Now safely tucked away at our launch site in West Texas is the rarest of beasts—a used rocket. Full reuse is a game changer, and we can’t wait to fuel up and fly again.”

Reusable rockets are also priceless in the PR game. Investors are looking for exactly that gold standard. Elon Musk, whose SpaceX has been working on the same goal, was magnanimous about his competitor’s success. In Twitter post, Musk said: “Congrats to Jeff Bezos and the BO team for achieving” a vertical takeoff and landing.

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Good sportsmanship, for certain. Nice form, Elon. But you can bet that just means SpaceX will redouble their efforts. Remember the history of space exploration. Russia struck first, but the US counterpunch led the way for a generation. You can bet Musk and SpaceX are hoping to do exactly that.

And they better hope to do it fast. Once again, the world is watching the skies.

 

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.