Source: Blue Origin
Published: January 2007

Gradatim Ferociter!

Jeff Bezos’s long-term thinking is evident in a blog he penned 14 years ago. At the time, he was writing to recruit aerospace engineers for his company, Blue Origin.

“We’re working, patiently and step-by-step, to lower the cost of spaceflight so that many people can afford to go and so that we humans can better continue exploring the solar system. Accomplishing this mission will take a long time, and we’re working on it methodically. We believe in incremental improvement and in keeping investments at a pace that's sustainable. Slow and steady is the way to achieve results, and we do not kid ourselves into thinking this will get easier as we go along.”

He digresses into a brief sales pitch for Amazon Simple Storage Service (S3) before ending his message with “Gradatim Ferociter!” a Latin phrase that means step by step, ferociously which is now the motto of Blue Origin.

"My only job at the launch was to open the champagne, and I broke the cork off in the bottle. : ) Fortunately, our other valve operations went more smoothly.” - Jeff Bezos

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