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Chapter 4: Results 76 _______________________________________________________________________________________________________________________________________________ Making declaration s event Statement of intent to create change Forms of the Contestations from Overcoming discursive or others contestations rhetorical acts 01-Build own rocket 02-We will persevere 03-New paradigm in the space industry SpaceX will build its own rocket to carry smaller payloads to space. SpaceX website: "SpaceX is privately developing the entire Falcon rocket from the ground up, including both engines, the turbo- pump, the cryogenic tank structure and the guidance system" (p. 118). Musk vowed to continue despite three failed test launches and severe time and cost overruns. Musk: “'I will spend my last dollar on these companies. If we have to move into Justine's parents' basement, we'll do it.” (pp. 198-199). SpaceX will do things differently from government space agencies and incumbent aerospace companies. Massive cost reduction is necessary and possible. Musk: “Even if the probability of success is low, if the objective is really important, it’s worth doing” (Diamandis & Kotler, p. 122) SpaceX will remain privately held to pursue its ambitious goals of making humans an interplanetary species. After failing to secure a Russian rocket, Musk said "I think we can build this rocket ourselves" (p. 107). Website. Public statements. Confident statements to family, employees and the public after each early failure. Statements to employees and the public about doing things differently. Letter to SpaceX employees about the timing of going public (p. 260). Consistent statements about staying private. "As word traveled around the space community about Musk's plans, there was a collective ho-hum [from people who had seen this before]... The techies usually ended up spending the rich guy's money for two years, and then the rich guy gets bored and shuts the thing down" (p. 108). Doubts after three failed launches and missed targets. “It took six years—about four and a half more than Musk had once planned— and five hundred people to make this miracle of modern science and business happen” Tom Mueller: “People thought we were crazy. At TRW, I had an army of people and government funding. Now were were going to make a low-cost rocket from scratch with a small team” (p. 116). “The whole situation was ludicrous. A start-up rocket company had ended up in the middle of nowhere trying to pull off one of the most difficult feats known to man” (p. 137). "Yes, but I could make more money if we were public” Musk persisted, spending his own money. The fourth test launch succeed in 2008; “SpaceX simply did not have enough money to try a fifth flight” (p. 200). “When the launch was successful, everyone burst into tears” (p. 203). "SpaceX spent $2.5 billion to get four Dragon capsules to the ISS, nine flights with the Falcon 9, and five flights with the Falcon 1. It's a price- per-launch total that the rest of the players in the industry cannot comprehend let alone aspire to." "For those who are under the impression that they are so clever that they can outsmart public market investors and would sell SpaceX stock at the "right time," let me relieve you of any such notion..." 04-Maintain control; no IPO Table 29: Musk: making declarations _______________________________________________________________________________________________________________________________________________ Copyright © 2018 Ewan ReidPDF Image | Carbon Removal
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