You’ve had a remarkable journey and made a profound impact on our understanding of the cosmos. From your humble beginnings in response to the Soviet Union's launch of Sputnik, you have become an emblem of human ingenuity and exploration, capturing the imaginations of millions and uniting nations in the pursuit of the final frontier.

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Your efforts have done more than pushing the boundaries of scientific knowledge—they’ve catalyzed technological innovation and national pride. From the iconic Apollo moon landings to the ongoing exploration of Mars and beyond, you have inspired generations to dream big and reach for the stars. You’ve also had several undeniably public, globally immediate, tragic failures. To your credit, you’ve always been accountable. 

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But times have changed. And now may be the time to rethink your mission.

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Your broader purpose has always been clear: to explore space and conduct scientific research for the betterment of humanity. You have demonstrated the power of human curiosity and determination to overcome the greatest challenges. To explore the heavens, yes, but to also peer back toward our small blue dot, bringing objective analysis and discovery home to further our knowledge of our species, the natural world, and our appreciation for the universe. 

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Today, however, new challenges and uncertainties lie ahead. The privatization of space has brought about new opportunities and complexities. Companies like SpaceX and Blue Origin are revolutionizing access to the heavens and driving innovation at an unprecedented pace. While this privatization has the potential to accelerate progress, it also raises concerns about the commercial exploitation of celestial bodies and the equitable distribution of resources. 

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Near-space communications and connectivity present another set of challenges, requiring a delicate balance of diplomacy and shared responsibility. As nations and private companies around the world increasingly assert their presence in space, it’s imperative that you uphold common norms and principles to ensure that the exploration of others is both peaceful and sustainable.

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Complex and risky scenarios abound, from the destruction of an intelligence satellite to a space habitat reaching the end of its lifecycle. Even more simply, the unexpected release of a wrench during a spacewalk could instantly become debris moving at ten times the speed of a bullet, but capable of far greater unintended destruction.

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So what role should you play going forward?

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Your function as an objective beacon of civilian pursuit of space is more important than ever. While private companies and other nations pursue their own agendas, you must continue to uphold the values of transparency, collaboration, and scientific integrity that have defined your legacy. And you must push back firmly when your high standards are not met.

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What will happen when the first major calamity occurs with a private company in space that affects another nation? Where will the finger pointing begin and end? Will space just become another marketplace that requires protection from fraud, malpractice or bad actors? Who will ultimately be accountable?

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We believe your mission—and with it, your brand—must adapt and evolve to meet the challenges of the 21st century. 

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Our own work—admittedly on a much smaller scale—has shown us the importance of organizations shifting their mission when times change. When we help leaders fortify enduring characteristics of their brand like leadership and accountability, we’re sure to couple it with new tenets that can meet the moment. It’s critical to have one eye on legacy and the other on challenges to come.

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In charting a new course for your future, you must redefine what it means today to be a beacon for space exploration. That may mean recommitting to a more direct role in bold scientific discovery in space, with less outsourcing to entrepreneurs. It could require stronger leadership in international and commercial cooperation. All the while, you’ll need to inspire the next generation of explorers to look up from their phones toward the heavens.

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Ironing out the specifics of a refined mission will require serious alignment and negotiation. Your ability to pursue it successfully—with all the implications of politics, funding and diplomacy that will entail—won’t be easy. But it’s also not rocket science.

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We hope you’ll accept this challenge. These days, we all could use a bit more of your collective ambition and responsibility towards something greater, and trust that you won’t shy away from the risks to challenge what’s possible. 

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Most of all, we’re rooting for you. Because only by pushing the boundaries of human achievement can we unlock the mysteries of the universe.

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Indelibly yours,

Jeff, Matt, Thom and Mike