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When the Heavens Went on Sale: The Misfits and Geniuses Racing to Put Space Within Reach
An Instant New York Times Bestseller
A momentous look at the private companies building a revolutionary new economy in space, from the New York Times bestselling author of Elon Musk
In When the Heavens Went on Sale, Ashlee Vance illuminates our future and unveils the next big technology story of our time: welcome to the Wild West of aerospace engineering and its unprecedented impact on our lives.
With the launch of SpaceX’s Falcon 1 rocket in 2008, Silicon Valley began to realize that the universe itself was open for business. Now, Vance tells the remarkable, unfolding story of this frenzied intergalactic land grab by following four pioneering companies—Astra, Firefly, Planet Labs, and Rocket Lab—as they build new space systems and attempt to launch rockets and satellites into orbit by the thousands.
With the public fixated on the space tourism being driven by the likes of Elon Musk, Jeff Bezos, and Richard Branson, these new, scrappy companies arrived with a different set of goals: to make rocket and satellite launches fast and cheap, thereby opening Earth’s lower orbit for business. Vance has had a front-row seat and singular access to this peculiar and unprecedented moment in history, and he chronicles it all in full color: the top-secret launch locations, communes, gun-toting bodyguards, drugs, espionage investigations, and multimillionaires guzzling booze to dull the pain as their fortunes disappear.
Through immersive and intimate reporting, When the Heavens Went on Sale reveals the spectacular chaos of the new business of space, and what happens when the idealistic, ambitious minds of Silicon Valley turn their unbridled vision toward the limitless expanse of the stars. This is the tale of technology’s most pressing and controversial revolution, as told through fascinating characters chasing unimaginable stakes in the race to space.
A momentous look at the private companies building a revolutionary new economy in space, from the New York Times bestselling author of Elon Musk
In When the Heavens Went on Sale, Ashlee Vance illuminates our future and unveils the next big technology story of our time: welcome to the Wild West of aerospace engineering and its unprecedented impact on our lives.
With the launch of SpaceX’s Falcon 1 rocket in 2008, Silicon Valley began to realize that the universe itself was open for business. Now, Vance tells the remarkable, unfolding story of this frenzied intergalactic land grab by following four pioneering companies—Astra, Firefly, Planet Labs, and Rocket Lab—as they build new space systems and attempt to launch rockets and satellites into orbit by the thousands.
With the public fixated on the space tourism being driven by the likes of Elon Musk, Jeff Bezos, and Richard Branson, these new, scrappy companies arrived with a different set of goals: to make rocket and satellite launches fast and cheap, thereby opening Earth’s lower orbit for business. Vance has had a front-row seat and singular access to this peculiar and unprecedented moment in history, and he chronicles it all in full color: the top-secret launch locations, communes, gun-toting bodyguards, drugs, espionage investigations, and multimillionaires guzzling booze to dull the pain as their fortunes disappear.
Through immersive and intimate reporting, When the Heavens Went on Sale reveals the spectacular chaos of the new business of space, and what happens when the idealistic, ambitious minds of Silicon Valley turn their unbridled vision toward the limitless expanse of the stars. This is the tale of technology’s most pressing and controversial revolution, as told through fascinating characters chasing unimaginable stakes in the race to space.
528 pages, Hardcover
First published May 9, 2023
About the author
Ashlee Vance
20 books1,647 followersAshlee Vance is an award winning feature writer for Bloomberg Businessweek magazine. Vance is also the host of the "Hello World" TV show. Previously, he worked for The New York Times and The Register.
Vance was born in South Africa, grew up in Texas and attended Pomona College. He has spent more than a decade covering the technology industry from San Francisco and is a noted Silicon Valley historian.
Vance was born in South Africa, grew up in Texas and attended Pomona College. He has spent more than a decade covering the technology industry from San Francisco and is a noted Silicon Valley historian.
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Displaying 1 - 30 of 152 reviews
May 6, 2023
I remember enjoying Ashlee Vance's biography of Elon Musk (although it's hard to like his subject nowadays), so I was eager to read the next volume of his space non-fiction saga. And I was not disappointed. Vance is a gifted storyteller, and once again he focuses not on science or technology but on the people behind it, while simultaneously painting a broad panorama of the current state of play in the field.
I learned a lot from this book - he is right that we rarely look up and pay attention to the booming business being created in lower orbit. I am not a techno-optimist, and I am not enthusiastic about satellites constantly photographing everything that happens on the planet, nor am I convinced that ubiquitous Wi-Fi is necessarily a good thing. But we can't turn a blind eye to the revolution that is taking place. The characters in this book seem passionate and sincere, but let's not forget that Mark Zuckerberg, for instance, always talks about connecting people and making the world a better place, not about facilitating genocide in Myanmar or spreading anti-vaxxer disinformation. Still, Vance's enthusiasm for technological breakthroughs is refreshing after so many gloomy and depressing essays I've read lately.
Thanks to the publisher, Ecco, and NetGalley for an advanced copy of this book.
I learned a lot from this book - he is right that we rarely look up and pay attention to the booming business being created in lower orbit. I am not a techno-optimist, and I am not enthusiastic about satellites constantly photographing everything that happens on the planet, nor am I convinced that ubiquitous Wi-Fi is necessarily a good thing. But we can't turn a blind eye to the revolution that is taking place. The characters in this book seem passionate and sincere, but let's not forget that Mark Zuckerberg, for instance, always talks about connecting people and making the world a better place, not about facilitating genocide in Myanmar or spreading anti-vaxxer disinformation. Still, Vance's enthusiasm for technological breakthroughs is refreshing after so many gloomy and depressing essays I've read lately.
Thanks to the publisher, Ecco, and NetGalley for an advanced copy of this book.
February 11, 2023
These days, it is difficult to write a book about aerospace without mentioning SpaceX or its outspoken founder. In this book, Ashlee Vance, feature writer at Bloomberg Businessweek and famous Elon Musk biographer, attempts to do such that, writing about the “misfits and geniuses” transforming modern space flight who have been toiling under the radar in labs and workshops for years. Vance focuses on several enterprises with competitive constructs of both satellite observatories (Planet Labs) and rocket designs that aim to shuttle both small (Astra and Rocket Lab) and large (Firefly Aerospace) payloads to orbit both routinely and inexpensively. Vance has interviewed the founders and financiers of these companies to understand what makes them tick, and to discern how they are staying afloat in an industry where failure is more common than success.
Unfortunately, this book fails to exceed expectations. The writing style is generally unsophisticated and plainspoken, on the verge of lazy, and the author generally glosses over the technology without fully reckoning with its significance. Readers do not get a comprehensive discussion of the full suite of launch vehicles and products offered by these companies, and the few designs that are discussed lack detailed discussion at a granular level of why they are technologically innovative. Relatedly, the author relies heavily on interviews to construct his narrative, and the prose largely just recites those interviews; in fact, later chapters sloppily feature whole published conversations among interviewed subjects that span multiple pages. This book more accurately serves as a series of biographical vignettes, rather than a serious and nuanced reckoning with the companies and the nuts and bolts of their technological innovations. The author is also largely uncritical of the interviewed subjects even in their slights, and the evaluation of these companies comes across as more praiseworthy than even-keeled.
In sum, this book is amateurish, shallow, and generally uninformative. The author substitutes serious and sophisticated discussion of actual product innovations with glossy summaries, lazily unpacked interview material, and rose-colored commentary on the characters driving these innovations. Skip.
Note: I reviewed the uncorrected proof of this book. The specified release date is May 9, 2023.
Unfortunately, this book fails to exceed expectations. The writing style is generally unsophisticated and plainspoken, on the verge of lazy, and the author generally glosses over the technology without fully reckoning with its significance. Readers do not get a comprehensive discussion of the full suite of launch vehicles and products offered by these companies, and the few designs that are discussed lack detailed discussion at a granular level of why they are technologically innovative. Relatedly, the author relies heavily on interviews to construct his narrative, and the prose largely just recites those interviews; in fact, later chapters sloppily feature whole published conversations among interviewed subjects that span multiple pages. This book more accurately serves as a series of biographical vignettes, rather than a serious and nuanced reckoning with the companies and the nuts and bolts of their technological innovations. The author is also largely uncritical of the interviewed subjects even in their slights, and the evaluation of these companies comes across as more praiseworthy than even-keeled.
In sum, this book is amateurish, shallow, and generally uninformative. The author substitutes serious and sophisticated discussion of actual product innovations with glossy summaries, lazily unpacked interview material, and rose-colored commentary on the characters driving these innovations. Skip.
Note: I reviewed the uncorrected proof of this book. The specified release date is May 9, 2023.
April 19, 2023
An absolutely engrossing read. Vance tells the stories of four space companies: Planet Labs, Rocket Lab, Astra, and Firefly. The man knows how to tell a great story, and this was a book that I could not put down. Its out in May 9 and it sold absolutely be on your TBR.
August 23, 2022
Greetings and hello!
I am an interstellar talent scout of the Castor Moving
Group Network. You may call me Glorbalorbl. My
home is in the Zubenelgenubi system, a multi-star
neighborhood which lies conveniently close to your
home system's ecliptic plane. As a result of this
geometric convenience, us Zubenelgenubians have
long been capable of analyzing your home planet
using techniques like the TTV method familiar to
you, and we are even fully capable of direct
spectroscopic analysis of your atmosphere, but even
if we were limited to your primitive methods, or
limited to one star system, we would still have
known about your biosphere since long before your
particular species showed up on the scene, because
we are a much older civilization that has migrated
into the area from elsewhere in the galaxy.
We have occasionally glanced your way in curiosity
since before the first campfires began dotting the
dark side of your planet. Upon observing your
behaviors as you developed your unique identity
among the lifeforms of your world, we quickly knew
that you showed a lot of promise, but also
possessed many problematic qualities. As for these
troublesome characteristics, you seemed apparently
unable or unwilling to recognize and remedy them in
as timely of a manner as we have come to expect
from most species that we consider to be developing
toward true intelligence.
We have long wanted to give you the benefit of the
doubt, noting that your home planet is as dynamic
as it is beautiful. The challenges faced by the
evolution of life on your world presented you with
many harsh realities and many long threads of
intergenerational trauma. We get it, you grew up in a
tough neighborhood. You did not have the benefit of
growing up slowly on a fully-stable paradise planet
orbiting neatly in a flare-free band of space around a
fully-convective star with an extremely long main-
sequence lifespan, like my species originally did... or,
in fact, like most of the intelligent species in the
galaxy did.
Nonetheless, it was frustrating enough watching the
constant setbacks that resulted from your
stubbornly persistent myopia that we decided to
stop paying much attention to what was going on
over here. The last time anyone in our network took a
serious peek must have been a few hundred Earth
orbits ago. Upon reflection, I must say this appears
to have been a significant oversight on our behalf,
as you have experienced a surprising amount of
change in that time interval.
During a normal shift break on a routine research
mission through the local void, my colleagues and I
were recreationally surfing the plasma veil on the
edge of your Sun's magnetic field when we
happened upon a small craft of yours containing
some cute cartoons and a record that appears to be
titled "THE SOUNDS OF EARTH THE UNITED STATES
OF AMERICA PLANET EARTH" - as lovers of music
and recording arts ourselves, we immediately threw
that shit onto the decks and put the needle down.
While the sound was a little bit primitive and mostly
contained what seemed to our sensibilities like under
-produced source material captured from a single
linear timeline, we had to admit it had some pretty
good tracks on it. Even Greglorbalor the Horrible was
delightedly clapping his digits at times.
As the resident talent scout on our mission, it was
incumbent upon me to reach out to you. Our team
quickly analyzed the current state of your common
languages and colloquialisms, as well as the state
of your science. Using that information I was able to
write you this message, and even select a few
anthems of my alien nation to share with you, which
I hope you will enjoy. My home system, after all, is
renowned for pumping out the phattest beats in the
Orion Arm.
Now, to get more serious. Some of the things I say
may feel to you like harsh criticisms, but I want you
to keep in mind that if I didn't see potential in you, I
would not bother to send you this message. With
that in mind, there are some things I would like you
to consider. In order to apply for galactic citizenship
and be liberated from your current state of
quarantined containment, you are going to need to
meet the following requirements:
1) You must cease your habitual engagement in
avoidable conflict. This includes conflict within your
own species as well as conflict between your
civilization and its environment. Amongst nearly all
enlightened interstellar civilizations, this is the
primary measure by which the relative intelligence of
a life form is established. Any civilization with a
tendency toward violence, duplicity, sabotage, and ill
-will is simply not considered mature enough to
populate beyond their native star system. As long as
you avoid making the breathtakingly obvious
decision to work in harmony with the world you are a
part of, then I must woefully inform you that you and
your music will not be welcome at any of our public
parks, or on any of our relativistic highways, or in
any of our universally-acclaimed utopian garden-
metropolis sanctuaries, or at any of our Galactic
Music Awards ceremonies.
2) You must eliminate poverty. Mismanagement of
resources is generally considered a bad sign when
analyzing the inhabitants of any world. By our
standards, as long as any one member of your
civilization is involuntarily unable to meet their basic
needs, including access to food, shelter, information,
and care, the title of "intelligent" will continue to
elude your species.
3) You must transmit a new collection of your best
music in the direction of my home system, the star
system you know as Alpha Librae, from between the
longitude you call 100°W and 110°W, at the time you
call 12:08 AM, on the date you call June 21, 2038. I
repeat: new mixtape, right ascension 14h 52m 07.6s,
declination 16°08'06.0", at the moment of the
solstice closest to your aphelion, sixteen orbits from
the time of this message, and from the part of your
planet facing most directly away from your Sun at
the time. This isn't an intelligence test like the other
two items I have listed, I simply want a more up-to-
date demo from you. We will have a
receiver/transmitter in position to then distribute
your message rapidly to the Zubenelgenubi system
and, from there, to my colleagues in the Castor
Moving Group Network.
To put it lightly, a good demo is a great first step
toward building your rapport with the rest of us, and
would make your application for galactic citizenship
much more likely to be approved. If your demo is
good, and you've met the other two requirements I
mentioned, then we might be able to finally invite
you to the party. If your application is indeed
approved, you will then have access to the collective
knowledge of the various networks tangling their
way around the Milky Way. That includes an
abundance of helpful information about travel,
communication, computation, longevity, and
spacetime itself, to name a few points of interest.
Good luck, Earth People.
Kindest regards,
Glorbalorblorlbrrgkjegrlkust6;l9[-t67/0
I am an interstellar talent scout of the Castor Moving
Group Network. You may call me Glorbalorbl. My
home is in the Zubenelgenubi system, a multi-star
neighborhood which lies conveniently close to your
home system's ecliptic plane. As a result of this
geometric convenience, us Zubenelgenubians have
long been capable of analyzing your home planet
using techniques like the TTV method familiar to
you, and we are even fully capable of direct
spectroscopic analysis of your atmosphere, but even
if we were limited to your primitive methods, or
limited to one star system, we would still have
known about your biosphere since long before your
particular species showed up on the scene, because
we are a much older civilization that has migrated
into the area from elsewhere in the galaxy.
We have occasionally glanced your way in curiosity
since before the first campfires began dotting the
dark side of your planet. Upon observing your
behaviors as you developed your unique identity
among the lifeforms of your world, we quickly knew
that you showed a lot of promise, but also
possessed many problematic qualities. As for these
troublesome characteristics, you seemed apparently
unable or unwilling to recognize and remedy them in
as timely of a manner as we have come to expect
from most species that we consider to be developing
toward true intelligence.
We have long wanted to give you the benefit of the
doubt, noting that your home planet is as dynamic
as it is beautiful. The challenges faced by the
evolution of life on your world presented you with
many harsh realities and many long threads of
intergenerational trauma. We get it, you grew up in a
tough neighborhood. You did not have the benefit of
growing up slowly on a fully-stable paradise planet
orbiting neatly in a flare-free band of space around a
fully-convective star with an extremely long main-
sequence lifespan, like my species originally did... or,
in fact, like most of the intelligent species in the
galaxy did.
Nonetheless, it was frustrating enough watching the
constant setbacks that resulted from your
stubbornly persistent myopia that we decided to
stop paying much attention to what was going on
over here. The last time anyone in our network took a
serious peek must have been a few hundred Earth
orbits ago. Upon reflection, I must say this appears
to have been a significant oversight on our behalf,
as you have experienced a surprising amount of
change in that time interval.
During a normal shift break on a routine research
mission through the local void, my colleagues and I
were recreationally surfing the plasma veil on the
edge of your Sun's magnetic field when we
happened upon a small craft of yours containing
some cute cartoons and a record that appears to be
titled "THE SOUNDS OF EARTH THE UNITED STATES
OF AMERICA PLANET EARTH" - as lovers of music
and recording arts ourselves, we immediately threw
that shit onto the decks and put the needle down.
While the sound was a little bit primitive and mostly
contained what seemed to our sensibilities like under
-produced source material captured from a single
linear timeline, we had to admit it had some pretty
good tracks on it. Even Greglorbalor the Horrible was
delightedly clapping his digits at times.
As the resident talent scout on our mission, it was
incumbent upon me to reach out to you. Our team
quickly analyzed the current state of your common
languages and colloquialisms, as well as the state
of your science. Using that information I was able to
write you this message, and even select a few
anthems of my alien nation to share with you, which
I hope you will enjoy. My home system, after all, is
renowned for pumping out the phattest beats in the
Orion Arm.
Now, to get more serious. Some of the things I say
may feel to you like harsh criticisms, but I want you
to keep in mind that if I didn't see potential in you, I
would not bother to send you this message. With
that in mind, there are some things I would like you
to consider. In order to apply for galactic citizenship
and be liberated from your current state of
quarantined containment, you are going to need to
meet the following requirements:
1) You must cease your habitual engagement in
avoidable conflict. This includes conflict within your
own species as well as conflict between your
civilization and its environment. Amongst nearly all
enlightened interstellar civilizations, this is the
primary measure by which the relative intelligence of
a life form is established. Any civilization with a
tendency toward violence, duplicity, sabotage, and ill
-will is simply not considered mature enough to
populate beyond their native star system. As long as
you avoid making the breathtakingly obvious
decision to work in harmony with the world you are a
part of, then I must woefully inform you that you and
your music will not be welcome at any of our public
parks, or on any of our relativistic highways, or in
any of our universally-acclaimed utopian garden-
metropolis sanctuaries, or at any of our Galactic
Music Awards ceremonies.
2) You must eliminate poverty. Mismanagement of
resources is generally considered a bad sign when
analyzing the inhabitants of any world. By our
standards, as long as any one member of your
civilization is involuntarily unable to meet their basic
needs, including access to food, shelter, information,
and care, the title of "intelligent" will continue to
elude your species.
3) You must transmit a new collection of your best
music in the direction of my home system, the star
system you know as Alpha Librae, from between the
longitude you call 100°W and 110°W, at the time you
call 12:08 AM, on the date you call June 21, 2038. I
repeat: new mixtape, right ascension 14h 52m 07.6s,
declination 16°08'06.0", at the moment of the
solstice closest to your aphelion, sixteen orbits from
the time of this message, and from the part of your
planet facing most directly away from your Sun at
the time. This isn't an intelligence test like the other
two items I have listed, I simply want a more up-to-
date demo from you. We will have a
receiver/transmitter in position to then distribute
your message rapidly to the Zubenelgenubi system
and, from there, to my colleagues in the Castor
Moving Group Network.
To put it lightly, a good demo is a great first step
toward building your rapport with the rest of us, and
would make your application for galactic citizenship
much more likely to be approved. If your demo is
good, and you've met the other two requirements I
mentioned, then we might be able to finally invite
you to the party. If your application is indeed
approved, you will then have access to the collective
knowledge of the various networks tangling their
way around the Milky Way. That includes an
abundance of helpful information about travel,
communication, computation, longevity, and
spacetime itself, to name a few points of interest.
Good luck, Earth People.
Kindest regards,
Glorbalorblorlbrrgkjegrlkust6;l9[-t67/0
July 30, 2023
Loved it!
Innovation/space biz-saga that combines all the best elements of Isaacson's multi-subject The Innovators, Eric Berger's immersive start-up exploration of SpaceX with Liftoff, Vance's previous great biography of Musk*, and a hint of Michael Lewis' great Wall Street thrillers. This work thankfully minimizes discussion of Musk any more than necessary in framing the story of the other space start-ups.
*I reserve the right to simultaneously think Vance's 2015 Musk bio is great, and be completely exhausted/done with current-era Musk.
Innovation/space biz-saga that combines all the best elements of Isaacson's multi-subject The Innovators, Eric Berger's immersive start-up exploration of SpaceX with Liftoff, Vance's previous great biography of Musk*, and a hint of Michael Lewis' great Wall Street thrillers. This work thankfully minimizes discussion of Musk any more than necessary in framing the story of the other space start-ups.
*I reserve the right to simultaneously think Vance's 2015 Musk bio is great, and be completely exhausted/done with current-era Musk.
December 2, 2023
I won this book in a giveaway.
I have never really understood the fascination with space. To be honest, I am more fascinated with the unexplored depths of the oceans and human biology. While this book did offer some fascinating perspectives about space that I had not considered, it was very long and very boring. Because of it’s length and organization style, I often found myself mixing up people’s names and companies and daydreaming while reading. Overall, while informative, the book was not very engaging or enjoyable.
I have never really understood the fascination with space. To be honest, I am more fascinated with the unexplored depths of the oceans and human biology. While this book did offer some fascinating perspectives about space that I had not considered, it was very long and very boring. Because of it’s length and organization style, I often found myself mixing up people’s names and companies and daydreaming while reading. Overall, while informative, the book was not very engaging or enjoyable.
August 7, 2023
Great topic, but an average book.
Pros:
1. pretty much omits all the best known (but not always fruitful) stories of big brands - like Blue Origin or Virgin Galactic; instead, focuses on smaller, less known businesses that are in fact much more successful - like RocketLab or Astra
2. Vance doesn't re-utilize stuff read/heard from others,he did reach out to all these companies (& people) directly, so then he could relate things as a direct observer - there's definitely unique value here, thanks to that
Cons:
1. Interesting businesses do not have to make exciting stories - the further, the worse (more repetitive, less surprising/involving) it got. In fact, the space race is not that fascinating: "rocket science" is not that complicated - what really makes a difference is rigorous engineering based on hundreds of subsequent experiments, powered with tons of data & all the learnings learned on the way. That doesn't make very good material.
2. It surprised me that the author didn't spend much time/paper diving deeper into space-related opportunities - I think there's much more there than it was covered (incl. access to minerals/rare substances).
3. I think it'd add some dramaturgy to the lecture if the author had changed the book's composition. Now each chapter focuses on a specific company, but it'd probably be better to go chronologically and jump between the competing parties as much as possible.
In the end, I rate it solid 3.1-3.2 stars, but I expected way more ;(
Pros:
1. pretty much omits all the best known (but not always fruitful) stories of big brands - like Blue Origin or Virgin Galactic; instead, focuses on smaller, less known businesses that are in fact much more successful - like RocketLab or Astra
2. Vance doesn't re-utilize stuff read/heard from others,he did reach out to all these companies (& people) directly, so then he could relate things as a direct observer - there's definitely unique value here, thanks to that
Cons:
1. Interesting businesses do not have to make exciting stories - the further, the worse (more repetitive, less surprising/involving) it got. In fact, the space race is not that fascinating: "rocket science" is not that complicated - what really makes a difference is rigorous engineering based on hundreds of subsequent experiments, powered with tons of data & all the learnings learned on the way. That doesn't make very good material.
2. It surprised me that the author didn't spend much time/paper diving deeper into space-related opportunities - I think there's much more there than it was covered (incl. access to minerals/rare substances).
3. I think it'd add some dramaturgy to the lecture if the author had changed the book's composition. Now each chapter focuses on a specific company, but it'd probably be better to go chronologically and jump between the competing parties as much as possible.
In the end, I rate it solid 3.1-3.2 stars, but I expected way more ;(
July 26, 2023
Finally another five-star book, although this book will have appeal only to those in the space industry. But for those who are - my god this was a true gem. In short, this is the summary of the *New Space* era that's been kickstarted by SpaceX, and an intimate journalistic journey into Planet (Labs), Rocket Lab, Astra, and Firefly Aerospace. As the new goliaths into the industry, I've known many people who works in (and sometimes leads) these organizations but never had such an in-depth look into their behind stories. One word summary of the book is: grit. There's a reason rocket science is insanely difficult and it takes a certain character to push over existing mammoths and succeed in something new where the margin for success is so thin and unforgiving. I truly loved every bit of this book, and the fact that this came out in May 2023 (I am now reading it in July 2023) means this was perhaps the best read I could've done for this year. For anyone else in the space industry, you NEED to get a hold of this book somehow and read it in the next 6 months. You'll thank me later.
P.S. I love how SGAC was literally quoted five or more times in the book (especially in the Planet Labs portion) and described as a "space hippies" organization.
P.S. I love how SGAC was literally quoted five or more times in the book (especially in the Planet Labs portion) and described as a "space hippies" organization.
April 21, 2023
Let’s talk about what this book is not. It is not a sober look at where the privatization of space is taking us, or even a particularly hard-hitting form of journalism about what this all means. This book is essentially four character profiles, and on that level it (mostly) succeeds admirably. Vance’s access is remarkable, and at its best this book reminded me of Michael Lewis in the way it incisively shows us who these people that are defying gravity are. It’s also terrifically exciting from a pure science perspective and eloquently explains to this layperson some of the complicated problems of rocket science. There are some regrettable choices here about essentially reprinting PR statements from these people that really impact my perspective about Vance’s journalistic independence, but on the whole I was fascinated and thrilled by this. A heavily-caveated recommendation.
July 22, 2023
Honestly, this should probably be called "Space Assholes" because really none of the men in this book are people I have any interest in spending time with. I was hoping for more about the companies themselves and less about the men (money) behind them and I also could have done with all the grumbling about government bureaucracy given the absolutely ridiculous and dangerous stunts. The other problem is that the writing is lazy...whole pages are just a transcription of conversations. While there are a few times that is a good way to get a sense of a person and how they behave, it really veers into just a lack of effort by Vance. Giving a generous 2.5 stars rounded up.
August 29, 2023
"When the Heavens Went on Sale" was not the book I expected it to be - perhaps not surprising since I, being familiar with Vance and loving the title, hadn't bothered with the blurb before starting the book. Instead of taking the easy route and focusing on the "big boys" of private space ventures, Vance chose to profile some of the smaller fry. So this is a book primarily dealing with Astra, Firefly, Planet Labs, and Rocket Lab.
It is really good!
First off, the author tells a great story. No, really, he could likely spin a tale about a rock in a pond and it'd be engaging. Here he chose the private company rush to conquer space, there are worse stories. The book is structured into four main blocks, one each for the featured companies, and it's a fantastic structure for highlighting just how diametrically different they and their founders and leaders often are. Each company profile would be well worth a read on its own. There is a lot of value in this book, even if it might be a bit long for some.
Sprinkle in a unhealthy dose of "patriotic" safety think on behalf of the U.S. (that does not come away from this book looking particularly good, quite the opposite), money-grab shadiness, the sheer hubris of a lot of the people in the story, and there's drama enough to last for weeks. And the result is a flat-out fun, illuminating, and informative read. I mean, who doesn't like a good sale, right!?
"When the Heavens Went on Sale," I highly recommend it!
It is really good!
First off, the author tells a great story. No, really, he could likely spin a tale about a rock in a pond and it'd be engaging. Here he chose the private company rush to conquer space, there are worse stories. The book is structured into four main blocks, one each for the featured companies, and it's a fantastic structure for highlighting just how diametrically different they and their founders and leaders often are. Each company profile would be well worth a read on its own. There is a lot of value in this book, even if it might be a bit long for some.
Sprinkle in a unhealthy dose of "patriotic" safety think on behalf of the U.S. (that does not come away from this book looking particularly good, quite the opposite), money-grab shadiness, the sheer hubris of a lot of the people in the story, and there's drama enough to last for weeks. And the result is a flat-out fun, illuminating, and informative read. I mean, who doesn't like a good sale, right!?
"When the Heavens Went on Sale," I highly recommend it!
November 9, 2023
Rough beginning, but what a marvelous journey it's been.
December 28, 2023
This was really, really good. This was a really cool inside look at the space industry and how some companies like Planet Labs and Rocket Lab got their start and got to where they are now. Vance's writing and use of direct quotes from the subjects made the stories spin real in my mind, even though yes they are all real people. This was an amazing inside look at 4 companies trying to spearhead the new space race, diving through their successes and failures in a personal way. I recommend this for any fans of space, especially those looking for some hope for a little diversity beyond Musk in space.
July 11, 2023
I found this absolutely fascinating. Trying to follow theses companies in bits and pieces as news articles enter my feed leaves a lot to be desired. This book added tons of background and context. It’s foremost a biography of multiple individuals. It is also a recent history of a handful of recent aerospace startups which is what I was most interested in.
June 20, 2023
This book might have been glued to my hands because I could not put it down. It revolves around a few of the next generation of space focused companies, their founders, the inception of the idea, the philosophical approach each company has, the hurdles they end up facing, the brutal failures and the burn rate of billions of dollars these companies spend trying to send rockets into space. I don't think this era would have been as successful if interest rates weren't at 0% due to the levels of cash these companies burn without showing anyway to be profitable. The book goes through numerous profiles of the founders who are often bombastic, talented, hard working and driven to an unbelievable degree. This book is also a revelation between the old guard and the new guard. All of these founders were fed up with traditional space programs who they thought died in bureaucracy like NASA. So they basically said, "Fuck it, will do it without them". The old guard tended to look down at the younger generation, claiming their ideas would never work but due to advances in computing, cloud technology and machine learning. A lot of these companies were able to pull off miraculous achievements. Effectively putting down everyones criticisms.
Imagine starting a rocket company? Who takes you seriously? The answer is no one. The book follows all of these upstarts and idealistic engineers from day one to rocket launch for a few companies. It is without a doubt inspiring, to see some of these employees at companies come up with novel approaches that no one has ever done and be able to experience success is something that is just fucking cool. With interest rates and inflation ravaging the global economy, it will be difficult to figure out how these companies would survive especially if they need a lot longer to be profitable. An exciting time for space nerds for sure. The book is 5 stars for me but then again reader, I am heavily biased to anything that has to do with space, tech and entrepreneur's. Keep that in mind if you add this to your list.
Imagine starting a rocket company? Who takes you seriously? The answer is no one. The book follows all of these upstarts and idealistic engineers from day one to rocket launch for a few companies. It is without a doubt inspiring, to see some of these employees at companies come up with novel approaches that no one has ever done and be able to experience success is something that is just fucking cool. With interest rates and inflation ravaging the global economy, it will be difficult to figure out how these companies would survive especially if they need a lot longer to be profitable. An exciting time for space nerds for sure. The book is 5 stars for me but then again reader, I am heavily biased to anything that has to do with space, tech and entrepreneur's. Keep that in mind if you add this to your list.
August 9, 2023
“When the Heavens Went on Sale” is a captivating and insightful account of the new space race, featuring four ambitious and innovative companies that are challenging the established players in the aerospace industry. Ashlee Vance, the author of the best-selling biography of Elon Musk, takes us on a thrilling journey behind the scenes of these startups, revealing their struggles, successes, and visions for the future.
The book focuses on Astra, Firefly, Planet Labs, and Rocket Lab, four companies that share a common goal: to make space more accessible and affordable for everyone. Each company has its own unique approach and niche in the market, from launching thousands of low-cost satellites to exploring the Moon and beyond. Vance introduces us to the founders, engineers, and investors who are driving this revolution, and shows us how they overcome technical, financial, and regulatory challenges along the way.
Vance also explores the broader implications of this new space era, both for humanity and for the planet. He examines the potential benefits and risks of opening up space to more players, such as democratizing access to information, fostering innovation and entrepreneurship, creating new industries and jobs, but also increasing orbital debris, disrupting astronomy, and sparking geopolitical conflicts. He also raises some ethical and philosophical questions about our relationship with space, such as what it means to be a spacefaring civilization, who owns and governs space, and what are our responsibilities towards other life forms.
“When the Heavens Went on Sale” is a fascinating and inspiring book that will appeal to anyone who is curious about the future of space exploration and development. Vance writes with clarity, humor, and passion, bringing to life the stories of these visionary entrepreneurs and their daring ventures. He also provides a balanced and nuanced perspective on the opportunities and challenges that lie ahead for humanity in space.
The book focuses on Astra, Firefly, Planet Labs, and Rocket Lab, four companies that share a common goal: to make space more accessible and affordable for everyone. Each company has its own unique approach and niche in the market, from launching thousands of low-cost satellites to exploring the Moon and beyond. Vance introduces us to the founders, engineers, and investors who are driving this revolution, and shows us how they overcome technical, financial, and regulatory challenges along the way.
Vance also explores the broader implications of this new space era, both for humanity and for the planet. He examines the potential benefits and risks of opening up space to more players, such as democratizing access to information, fostering innovation and entrepreneurship, creating new industries and jobs, but also increasing orbital debris, disrupting astronomy, and sparking geopolitical conflicts. He also raises some ethical and philosophical questions about our relationship with space, such as what it means to be a spacefaring civilization, who owns and governs space, and what are our responsibilities towards other life forms.
“When the Heavens Went on Sale” is a fascinating and inspiring book that will appeal to anyone who is curious about the future of space exploration and development. Vance writes with clarity, humor, and passion, bringing to life the stories of these visionary entrepreneurs and their daring ventures. He also provides a balanced and nuanced perspective on the opportunities and challenges that lie ahead for humanity in space.
July 24, 2023
A very interesting and comprehensive (read: very long) journalistic profile of four lower profile (read: not founded by Jeff Bezos or Elon Musk) consumer space companies that have arisen in the last ~10-20 years and have had varying fortunes:
1. Planet Labs - founded in 2010 in the US by Chris Boshuizen, Will Marshall, and Robbie Schingler; public; still operating
2. Rocket Lab - founded in 2006 in New Zealand by Peter Beck; public; still operating
3. Astra - founded in 2016 in the US by Chris Kemp and Adam London; public; still operating
4. Firefly - founded in 2016 in the US by Max Polyakov and Tom Markusic; private; still operating
Vance spent years researching this book including months spent interviewing key players at these four companies (and others), and traveling around the globe to witness launches, successes, and failures. His writing is engaging and accessible, though I thought he relied on direct quotations from some of his more colorful subjects a bit too much.
Further reading:
The Space Barons: Elon Musk, Jeff Bezos, and the Quest to Colonize the Cosmos by Christian Davenport (2018)
Liftoff: Elon Musk and the Desperate Early Days That Launched SpaceX by Eric Berger (2021)
1. Planet Labs - founded in 2010 in the US by Chris Boshuizen, Will Marshall, and Robbie Schingler; public; still operating
2. Rocket Lab - founded in 2006 in New Zealand by Peter Beck; public; still operating
3. Astra - founded in 2016 in the US by Chris Kemp and Adam London; public; still operating
4. Firefly - founded in 2016 in the US by Max Polyakov and Tom Markusic; private; still operating
Vance spent years researching this book including months spent interviewing key players at these four companies (and others), and traveling around the globe to witness launches, successes, and failures. His writing is engaging and accessible, though I thought he relied on direct quotations from some of his more colorful subjects a bit too much.
Further reading:
The Space Barons: Elon Musk, Jeff Bezos, and the Quest to Colonize the Cosmos by Christian Davenport (2018)
Liftoff: Elon Musk and the Desperate Early Days That Launched SpaceX by Eric Berger (2021)
January 9, 2024
Meticulously researched, and told through a journalistic lens, what could have been a very dense book about rocket science was in fact very accessible and readable.
I would say that by the 400th page, a man (and it was almost always men) boasting about how many 7-day, 20 hour weeks they were working to put a rocket into space wore thin. Quite how many of these self-professed geniuses have abandoned their families for their fairly selfish pursuits is astounding. If nothing else, it told me that I definitely wouldn't have the motivation to be a rocket scientist...
Vance is less critical at times, than generally observational - as a journalist I'd have hoped for more critiques or analysis from him; I wonder how much of his future access to Astra etc would have been limited if in this book he broke down much of what he parrots.
PS Justice for Max Polyakov
I would say that by the 400th page, a man (and it was almost always men) boasting about how many 7-day, 20 hour weeks they were working to put a rocket into space wore thin. Quite how many of these self-professed geniuses have abandoned their families for their fairly selfish pursuits is astounding. If nothing else, it told me that I definitely wouldn't have the motivation to be a rocket scientist...
Vance is less critical at times, than generally observational - as a journalist I'd have hoped for more critiques or analysis from him; I wonder how much of his future access to Astra etc would have been limited if in this book he broke down much of what he parrots.
PS Justice for Max Polyakov
July 17, 2023
I think a must read for anyone that is interested in space technology and rockets. SpaceX has been frontrunner for the last 15 years or so, but they are just the first surfer on the wave of New Space. This novel gives a personal insight about the people and characters that aim their dreams, desires and actions into rocketry. Planet Lab, Rocket Lab, Firefly, SpaceX, and Astra walk the way of using millions of money and brilliant people to launch a rocket and build constellations in space fueling the LEO satellite hunger. The details in the book around the characters of Kemp, Worden, Bek, Polyakov and others is amazing, sometimes even a bit too extensive. But I enjoyed this a lot, 5 stars
April 29, 2024
The book highlights lesser-known entities like RocketLab, Planet Labs, Astra and Firefly. However, it falls short of delving into the scientific intricacies and future potentials, offering only a superficial narrative centered on a few key figures. The storytelling becomes particularly lackluster as it evolves into a simplistic dichotomy of Russia versus the USA. For newcomers, it might offer a basic overview, but for those familiar with the subject, it may not be worth the time.
May 23, 2023
Great look at the New Space industry. While everyone expects lift companies (makers of boosters), and it does cover two of them (Rocket Lab, Astra), it also covers a satellite service (Planet Labs), and how NASA's Ames flight research center became an incubator for New Space for a while. The list of who is who from New Space that worked there in that time period is legion.
Good read for those wanting to try to get an understanding of the space industry today and how different it is from the paradigm that existed from the 1960s to 2008 or so.
Good read for those wanting to try to get an understanding of the space industry today and how different it is from the paradigm that existed from the 1960s to 2008 or so.
September 6, 2023
Incredible coverage of the 4 space companies, dives into the details and makes someone like me who is already a space nerd learn more about each of the companies. And as always, Vance’s writing just makes it that much better.
October 13, 2023
A great book as usual/expected from Ashlee Vance, covering newer/smaller startups after SpaceX. Does a great job of covering both personalities and technology, and showing clearly the differences between the different approaches.
June 3, 2023
A fascinating and exceptionally well-researched book on the new space race. No longer does national pride drive these pioneers as does publicity, ego and pride. You may admire these billionaire astronauts or hate them - they really don't care - but they are moving things forward at a clip only the private sector could. And, yes, that includes all the bad and the good. A more challenging and dense book than I anticipated, but a good read.
Read
November 5, 2023Absolute épopée of a book
Shelved as 'category-dnf'
January 8, 2024Just wasn't interested in another book on space startup companies. Beginning is way too redundant to others I've read.
February 21, 2024
As someone who worked at a space startup, I found this book very interesting in how it detailed how each space startup differed from each other and the origin story of private space
May 29, 2023
The story of four space companies: Planet Labs, Rocket Lab, Astra, and Firefly. None of which I was very familiar with. A thoroughly engrossing read if you're interested in space.
Read
July 10, 2023A new kind of spacewalk.
Ever thought about what happens when the fearless innovators of Silicon Valley take a good, hard look at the starlit canvas of space? Well, we're living it right now.
Remember the big bang moment when SpaceX's Falcon 1 successfully launched into orbit in 2008? That's when the game changed. Thanks to Elon Musk, we weren't just continuing the old space race but starting an entirely new one – with new rules. This time, it isn't superpower nations flexing their muscles but Silicon Valley dreamers and entrepreneurs going neck and neck.
Imagine the limitless possibilities of the Internet, but now transpose that to the boundless expanse of space. That's the playground we're talking about. A new Wild West, not of horse-riding outlaws and gold rushes, but of aerospace engineering and visionary startups powered by private money.
So, if you're simply fascinated by Silicon Valley’s bold entrepreneurial spirit in the space arena or can't help but gaze at the night sky wondering about the cosmos, you're in for a treat. In this book by Ashlee Vance’s When the Heavens Went on Sale, we’ll explore how four pioneering aerospace companies are shaping this booming industry and the future of space exploration.
Brace yourself – it’s going to be an unforgettable journey.
-
Four companies, one vision
The space exploration game is no longer just about governments and their bureaucratic red tape. Planet Labs, Rocket Lab, Astra Space, and Firefly Aerospace have burst onto the scene, shaking things up with their fresh approach to space exploration.
Before we look at these companies’ pursuits, let’s first see what they have in common and how these traits have changed the space industry forever.
To start, these trailblazers know that cost efficiency is key. They've cracked the code, finding ways to make space exploration more affordable and accessible. By thinking outside the box and taking a measured approach to time-consuming tasks, they've streamlined operations, harnessed innovative technologies, and reimagined rocket designs. The result? Lower costs and more opportunities, which are enabling scientists, researchers, and even everyday folks to get in on the space action.
But here's the best part: these companies aren’t simply out there for interplanetary colonization or moon tourism. Nope, these companies have their feet firmly planted on good ol' planet Earth. They're all about improving our lives via Earth-forward endeavors like climate change, resource management, and environmental monitoring. Each company uses space technology uniquely to gain valuable insights to help us better understand our planet and make informed, future-ready decisions.
So, forget the old notion of space exploration that’s confined to bureaucratic government agencies. These four companies are shaking things up and showing us that space is for everyone. They’re empowering us all to aim for the stars while keeping our sights on making Earth a better place.
Now it’s time to explore how Planet Labs democratizes space exploration.
-
Planet Labs: Shooting for the stars
Picture this: hundreds of small, inexpensive satellites fly in formation, snapping pictures of every nook and cranny of our planet on a daily basis. Sounds like something out of a sci-fi novel, right? But that’s exactly what Planet Labs is achieving right now.
Cofounded by a trio of self-proclaimed space-nerds-slash-hippies – Robbie Schingler, Will Marshall, and Chris Boshuizen – Planet began with a unique vision. The founders believed in the power of these miniature satellites, lovingly named Doves, to be a force for good. These weren't stealthy spy satellites for snooping; they were the all-seeing eyes that could help us better understand and optimize our world.
This vision wasn’t just about pictures of troops gathering or ships sailing. It was about enabling us to monitor rainforests, measure greenhouse gasses, and track the movements of refugees, among other conscious goals. The founders wanted to champion truth-telling in an era when facts can be manipulated. As such, they weren’t just aiming for the stars but for transparency – a noble cause if there ever was one.
The deployment of Planet’s revolutionary Doves satellites was groundbreaking. No other company in history had ever launched close to 88 satellites simultaneously before. Normally, you'd see one or two – four or five on a good day. Planet had to invent new ways to locate, control, and command their constellation of Doves as they whirled around Earth. It was like conducting an orchestra in zero gravity.
In the end, the Doves didn't just fly around aimlessly. Planet used differential drag to control the satellites’ movements. Imagine solar panels acting like sails, pushing against the faint trace of atmosphere in space. This was mostly a theoretical concept until the company proved it could work. And work it did.
In short, Planet was able to make giant strides in space because they started out small – literally. By pioneering new satellite control methods and demonstrating the power of miniaturization, they’ve greatly impacted our understanding of our home planet – and all of that from a bunch of space-loving hippies!
Curious about how Rocket Lab approaches things?
-
Rocket Lab’s ascent toward stellar success
Forget the glossy NASA-led trope we’re all used to. The new Space Age is a down-to-earth innovation race – thanks to Rocket Lab. As its name suggests, the company reimagines how we reach the stars by developing and delivering small, cost-efficient rockets.
We can’t talk about Rocket Lab without revisiting the story of the company’s founder, Peter Beck. Beck, who grew up tinkering with machines in Invercargill, New Zealand, turned his venture into a billion-dollar space unicorn in 2018 – staking his claim on the final frontier with 3D-printed rockets and daring ingenuity.
Beck began it all with a practical, cost-conscious approach that sets his company apart in space. He could source off-the-shelf components to balance speed and spending, which helped the company deliver on its promise to manufacture rockets quickly, cheaply, and repeatably. This focus on efficiency and pragmatism isn’t just smart; it's revolutionary.
Beck is obviously not just a dreamer; he’s a doer. Backed by a team of trusted Rocket Lab personnel, he transformed a cramped, research-and-development-style shop into an industrial-grade manufacturing cathedral. It was only a matter of time before the company became known for its impressive fleet of fun-sized Electron rockets ready to reach orbit. Lining up one after the other in perfect rows, flanked by pristine workbenches, these rockets are a testament to Beck’s unparalleled expertise and ambition.
Rocket Lab's competitive edge is also evident in its secret development of a kick stage for its rockets. This unique innovation – something like a valet service for satellites – places each satellite in super precise orbits, one by one. In the long term, this arrangement enables space to become accessible to a wide range of users, including small-satellite makers and other entities seeking to deploy their payloads with the utmost precision and efficiency. The technology also opens up new possibilities for satellite deployment and enhances the overall accessibility and utilization of space resources.
Stepping into Rocket Lab's headquarters, you feel like you've entered a sci-fi movie, but it's all very real. From the white tunnel decorated with strips of red LED lights to the black and glossy mission control center, it's a realm that screams ambition. It's clear from the get-go that Rocket Lab isn't just building rockets; they're constructing a narrative of bold space exploration that can inspire present and future masses.
For the long term, Rocket Lab has been diligently bolstering its American presence, manufacturing its Rutherford engines stateside to meet US government demands and gain a stronger foothold in the vast US aerospace market. Beck’s dedication to meet these demands underscores his and the company’s perseverance and adaptability – both of which are critical traits for a player in the modern space industry.
Now that you know Rocket Lab’s story, it’s time to go to Astra.
-
A tale of Astra-nomical feats
Astra, formerly known as Stealth Space, wanted to make space more affordable to a wide range of customers and stakeholders across various sectors, including telecommunications and scientific research. So its driving force, Chris Kemp – an American entrepreneur of Silicon Valley fame – came up with practical and cost-conscious ways to build rockets.
But Astra’s journey up to the heavens wasn’t easy. In fact, the company experienced research and development turbulence in rocket manufacturing. Thankfully, the infrastructure setbacks and failed launches of various high-profile rockets, including Rocket 3, never deterred Kemp and his team from the road to space exploration success.
In late 2020, Astra’s perseverance finally prevailed when the so-called Rocket 3.2 took off. Despite not being able to enter orbit due to issues with the upper stage’s fuel mixture, the launch was considered a mighty success. After all, the company’s primary objective for the test flight was to achieve a successful cutoff of the first stage’s main engine, which they accomplished. And so, with some newfound confidence, Kemp proclaimed that Astra was ready for production.
As Astra began expansion work, Kemp contemplated the construction of a second spaceport akin to SpaceX's achievements. He remained optimistic and relied on a dedicated team to identify ideal launch sites for Astra's missions. Rocket 3.2’s success also triggered a shift in Kemp’s perspective. He realized that Astra wasn't solely focused on sending objects and people to distant places like other space billionaires; their mission centered on enhancing life on Earth.
Rather than fixating on colonizing Mars, Kemp has stated that he wants Astra to empower Earthly living. In other words, Astra aims to enable a new generation of pioneers to build and innovate in space for the greater good of humanity down below them.
Astra has since been working on more rockets. But it’s clear that the historic launch of Rocket 3.2 ignited a sense of purpose in Kemp – and propelled Astra to greater heights.
Now that you’ve learned Astra’s story, it’s time to uncover how Firefly – our fourth and final company – has made history in the space industry.
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When Firefly lights up the sky
Max Polyakov and Thomas E. Markusic once got together and had a bright idea: Hey, let's shake things up! They founded Firefly Aerospace with some bold dreams and the grit to get into the game with the big guys in the industry. They were led by this incredible group of go-getters addressing the limitations of small rockets, which opened new opportunities for commercial space activities.
Polyakov and Markusic saw an opportunity in the small-launch market. But instead of settling for small rockets with limited cargo space, they aimed higher. Their groundbreaking Alpha rocket was designed to carry a whopping 2,200 pounds of cargo. And they didn’t stop there! They set their eyes on their Beta rocket, expected to carry an incredible 17,500 pounds. The idea behind Beta was to create rockets that could shoot multiple satellites into space with a single launch. In short, this rocket could be the way to meet the rising demand for space-based services.
The cofounders invested in their company to get things rolling, with Polyakov chipping in a casual $100 million for Alpha’s development. That cash gave them the boost they needed to set up some top-notch facilities in Texas, complete with all the cutting-edge tools they needed. It was like a playground for their product team to dive into innovation headfirst. They worked their socks off – testing, refining, and learning from wins and losses.
Sure, Firefly hit some bumps in the road and saw some delays with the Alpha. But losing was never an option, thanks to Polyakov and Markusic’s determination. The cofounders’ shared drive to flip the industry wouldn't let them quit. This was how their unique rocket technology came to life.
Now, Firefly isn’t just about rockets. The company has been investing in various tech businesses outside the space sector. It’s scored pieces of the pie in other big tech titans such as Twitter, Airbnb, and Facebook. Why? Polyakov and Markusic are serious about pushing for innovation and making waves in the global tech world.
That's Firefly's story in a nutshell. It's all about big dreams, game-changing innovation, and a determination to break the aerospace industry’s mold.
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Planet Labs, Rocket Lab, Astra Space, and Firefly Aerospace have all revolutionized the space industry. They’ve challenged norms, making space more accessible by addressing limitations with innovative approaches. Through efficiency, automation, and cost-consciousness, they’ve proved you don't need infinitely deep pockets to reach the stars.
Ever thought about what happens when the fearless innovators of Silicon Valley take a good, hard look at the starlit canvas of space? Well, we're living it right now.
Remember the big bang moment when SpaceX's Falcon 1 successfully launched into orbit in 2008? That's when the game changed. Thanks to Elon Musk, we weren't just continuing the old space race but starting an entirely new one – with new rules. This time, it isn't superpower nations flexing their muscles but Silicon Valley dreamers and entrepreneurs going neck and neck.
Imagine the limitless possibilities of the Internet, but now transpose that to the boundless expanse of space. That's the playground we're talking about. A new Wild West, not of horse-riding outlaws and gold rushes, but of aerospace engineering and visionary startups powered by private money.
So, if you're simply fascinated by Silicon Valley’s bold entrepreneurial spirit in the space arena or can't help but gaze at the night sky wondering about the cosmos, you're in for a treat. In this book by Ashlee Vance’s When the Heavens Went on Sale, we’ll explore how four pioneering aerospace companies are shaping this booming industry and the future of space exploration.
Brace yourself – it’s going to be an unforgettable journey.
-
Four companies, one vision
The space exploration game is no longer just about governments and their bureaucratic red tape. Planet Labs, Rocket Lab, Astra Space, and Firefly Aerospace have burst onto the scene, shaking things up with their fresh approach to space exploration.
Before we look at these companies’ pursuits, let’s first see what they have in common and how these traits have changed the space industry forever.
To start, these trailblazers know that cost efficiency is key. They've cracked the code, finding ways to make space exploration more affordable and accessible. By thinking outside the box and taking a measured approach to time-consuming tasks, they've streamlined operations, harnessed innovative technologies, and reimagined rocket designs. The result? Lower costs and more opportunities, which are enabling scientists, researchers, and even everyday folks to get in on the space action.
But here's the best part: these companies aren’t simply out there for interplanetary colonization or moon tourism. Nope, these companies have their feet firmly planted on good ol' planet Earth. They're all about improving our lives via Earth-forward endeavors like climate change, resource management, and environmental monitoring. Each company uses space technology uniquely to gain valuable insights to help us better understand our planet and make informed, future-ready decisions.
So, forget the old notion of space exploration that’s confined to bureaucratic government agencies. These four companies are shaking things up and showing us that space is for everyone. They’re empowering us all to aim for the stars while keeping our sights on making Earth a better place.
Now it’s time to explore how Planet Labs democratizes space exploration.
-
Planet Labs: Shooting for the stars
Picture this: hundreds of small, inexpensive satellites fly in formation, snapping pictures of every nook and cranny of our planet on a daily basis. Sounds like something out of a sci-fi novel, right? But that’s exactly what Planet Labs is achieving right now.
Cofounded by a trio of self-proclaimed space-nerds-slash-hippies – Robbie Schingler, Will Marshall, and Chris Boshuizen – Planet began with a unique vision. The founders believed in the power of these miniature satellites, lovingly named Doves, to be a force for good. These weren't stealthy spy satellites for snooping; they were the all-seeing eyes that could help us better understand and optimize our world.
This vision wasn’t just about pictures of troops gathering or ships sailing. It was about enabling us to monitor rainforests, measure greenhouse gasses, and track the movements of refugees, among other conscious goals. The founders wanted to champion truth-telling in an era when facts can be manipulated. As such, they weren’t just aiming for the stars but for transparency – a noble cause if there ever was one.
The deployment of Planet’s revolutionary Doves satellites was groundbreaking. No other company in history had ever launched close to 88 satellites simultaneously before. Normally, you'd see one or two – four or five on a good day. Planet had to invent new ways to locate, control, and command their constellation of Doves as they whirled around Earth. It was like conducting an orchestra in zero gravity.
In the end, the Doves didn't just fly around aimlessly. Planet used differential drag to control the satellites’ movements. Imagine solar panels acting like sails, pushing against the faint trace of atmosphere in space. This was mostly a theoretical concept until the company proved it could work. And work it did.
In short, Planet was able to make giant strides in space because they started out small – literally. By pioneering new satellite control methods and demonstrating the power of miniaturization, they’ve greatly impacted our understanding of our home planet – and all of that from a bunch of space-loving hippies!
Curious about how Rocket Lab approaches things?
-
Rocket Lab’s ascent toward stellar success
Forget the glossy NASA-led trope we’re all used to. The new Space Age is a down-to-earth innovation race – thanks to Rocket Lab. As its name suggests, the company reimagines how we reach the stars by developing and delivering small, cost-efficient rockets.
We can’t talk about Rocket Lab without revisiting the story of the company’s founder, Peter Beck. Beck, who grew up tinkering with machines in Invercargill, New Zealand, turned his venture into a billion-dollar space unicorn in 2018 – staking his claim on the final frontier with 3D-printed rockets and daring ingenuity.
Beck began it all with a practical, cost-conscious approach that sets his company apart in space. He could source off-the-shelf components to balance speed and spending, which helped the company deliver on its promise to manufacture rockets quickly, cheaply, and repeatably. This focus on efficiency and pragmatism isn’t just smart; it's revolutionary.
Beck is obviously not just a dreamer; he’s a doer. Backed by a team of trusted Rocket Lab personnel, he transformed a cramped, research-and-development-style shop into an industrial-grade manufacturing cathedral. It was only a matter of time before the company became known for its impressive fleet of fun-sized Electron rockets ready to reach orbit. Lining up one after the other in perfect rows, flanked by pristine workbenches, these rockets are a testament to Beck’s unparalleled expertise and ambition.
Rocket Lab's competitive edge is also evident in its secret development of a kick stage for its rockets. This unique innovation – something like a valet service for satellites – places each satellite in super precise orbits, one by one. In the long term, this arrangement enables space to become accessible to a wide range of users, including small-satellite makers and other entities seeking to deploy their payloads with the utmost precision and efficiency. The technology also opens up new possibilities for satellite deployment and enhances the overall accessibility and utilization of space resources.
Stepping into Rocket Lab's headquarters, you feel like you've entered a sci-fi movie, but it's all very real. From the white tunnel decorated with strips of red LED lights to the black and glossy mission control center, it's a realm that screams ambition. It's clear from the get-go that Rocket Lab isn't just building rockets; they're constructing a narrative of bold space exploration that can inspire present and future masses.
For the long term, Rocket Lab has been diligently bolstering its American presence, manufacturing its Rutherford engines stateside to meet US government demands and gain a stronger foothold in the vast US aerospace market. Beck’s dedication to meet these demands underscores his and the company’s perseverance and adaptability – both of which are critical traits for a player in the modern space industry.
Now that you know Rocket Lab’s story, it’s time to go to Astra.
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A tale of Astra-nomical feats
Astra, formerly known as Stealth Space, wanted to make space more affordable to a wide range of customers and stakeholders across various sectors, including telecommunications and scientific research. So its driving force, Chris Kemp – an American entrepreneur of Silicon Valley fame – came up with practical and cost-conscious ways to build rockets.
But Astra’s journey up to the heavens wasn’t easy. In fact, the company experienced research and development turbulence in rocket manufacturing. Thankfully, the infrastructure setbacks and failed launches of various high-profile rockets, including Rocket 3, never deterred Kemp and his team from the road to space exploration success.
In late 2020, Astra’s perseverance finally prevailed when the so-called Rocket 3.2 took off. Despite not being able to enter orbit due to issues with the upper stage’s fuel mixture, the launch was considered a mighty success. After all, the company’s primary objective for the test flight was to achieve a successful cutoff of the first stage’s main engine, which they accomplished. And so, with some newfound confidence, Kemp proclaimed that Astra was ready for production.
As Astra began expansion work, Kemp contemplated the construction of a second spaceport akin to SpaceX's achievements. He remained optimistic and relied on a dedicated team to identify ideal launch sites for Astra's missions. Rocket 3.2’s success also triggered a shift in Kemp’s perspective. He realized that Astra wasn't solely focused on sending objects and people to distant places like other space billionaires; their mission centered on enhancing life on Earth.
Rather than fixating on colonizing Mars, Kemp has stated that he wants Astra to empower Earthly living. In other words, Astra aims to enable a new generation of pioneers to build and innovate in space for the greater good of humanity down below them.
Astra has since been working on more rockets. But it’s clear that the historic launch of Rocket 3.2 ignited a sense of purpose in Kemp – and propelled Astra to greater heights.
Now that you’ve learned Astra’s story, it’s time to uncover how Firefly – our fourth and final company – has made history in the space industry.
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When Firefly lights up the sky
Max Polyakov and Thomas E. Markusic once got together and had a bright idea: Hey, let's shake things up! They founded Firefly Aerospace with some bold dreams and the grit to get into the game with the big guys in the industry. They were led by this incredible group of go-getters addressing the limitations of small rockets, which opened new opportunities for commercial space activities.
Polyakov and Markusic saw an opportunity in the small-launch market. But instead of settling for small rockets with limited cargo space, they aimed higher. Their groundbreaking Alpha rocket was designed to carry a whopping 2,200 pounds of cargo. And they didn’t stop there! They set their eyes on their Beta rocket, expected to carry an incredible 17,500 pounds. The idea behind Beta was to create rockets that could shoot multiple satellites into space with a single launch. In short, this rocket could be the way to meet the rising demand for space-based services.
The cofounders invested in their company to get things rolling, with Polyakov chipping in a casual $100 million for Alpha’s development. That cash gave them the boost they needed to set up some top-notch facilities in Texas, complete with all the cutting-edge tools they needed. It was like a playground for their product team to dive into innovation headfirst. They worked their socks off – testing, refining, and learning from wins and losses.
Sure, Firefly hit some bumps in the road and saw some delays with the Alpha. But losing was never an option, thanks to Polyakov and Markusic’s determination. The cofounders’ shared drive to flip the industry wouldn't let them quit. This was how their unique rocket technology came to life.
Now, Firefly isn’t just about rockets. The company has been investing in various tech businesses outside the space sector. It’s scored pieces of the pie in other big tech titans such as Twitter, Airbnb, and Facebook. Why? Polyakov and Markusic are serious about pushing for innovation and making waves in the global tech world.
That's Firefly's story in a nutshell. It's all about big dreams, game-changing innovation, and a determination to break the aerospace industry’s mold.
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Planet Labs, Rocket Lab, Astra Space, and Firefly Aerospace have all revolutionized the space industry. They’ve challenged norms, making space more accessible by addressing limitations with innovative approaches. Through efficiency, automation, and cost-consciousness, they’ve proved you don't need infinitely deep pockets to reach the stars.
July 21, 2023
Inspirational. Immediately looking for jobs in aerospace.
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