Winning in NewSpace requires more than just innovative engineering. Commercialization has redefined the industry and ignited the need for different approaches to business – brand being a primary component. Vision, values, and vibe are no longer “soft skills”. They are mission-critical to setting yourself apart, aligning your team, and competing for contracts. They set expectations of what your customers can expect of you. And it shapes your corporate culture to attract the best possible talent. Without brand, your company is likely to remain traditional. And traditional will struggle to win in the NewSpace economy.