"Our mascot is the tortoise because we believe slow is smooth and smooth is fast," Bezos said at the awards show, showing off a pair of tortoise cuff links under his tuxedo. To reinforce that message, Blue Origin invokes yet another symbol: The tortoise. "If you do, it's going to be an illusion that it's going to make it faster." "If you're building a flying vehicle, you can't cut any corners," Bezos said at the 2016 Pathfinder Awards in Seattle. While tackling projects one detail at a time may seem like a slow process, Bezos says the strategy is actually a way to avoid mistakes - which boosts efficiency and saves time in the end. You have to put one foot in front of the other. "It means step by step ferociously," Bezos said in an interview with Four Peaks TV in 2013. The Latin phrase "gradatim ferociter" written down the side is Blue Origin's motto, and it symbolizes the company's approach to space flight, Bezos says. Today, Bezos owns over 300,000 acres of land in West Texas, according to The Wall Street Journal, and Blue Origin's testing base is on a 30,000 acre ranch outside of Van Horn, Texas.īut the boots aren't just about luck or Texas fashion. The cowboy boots may be a nod to Bezos' Texas roots, where he spent summers on his grandfather's ranch, working with cattle and repairing windmills. In June 2016, after the New Shepard rocket's fourth launch, he sported them again, tweeting, "Careful engineering plus of course … the lucky boots. Tweeting after Blue Origin's successful launch of its New Shepard rocket in April of that year, Bezos explained that the boots were given as a gift from a friend. The boots, emblazoned with the Latin phrase, "gradatim ferociter" have been a part of Bezos' wardrobe for Blue Origin launches since 2016.
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