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Bezos’s tortoise-vs-hare approach — which he has embedded in Blue Origin emblems and its Latin motto, ‘”Gradatim Ferociter” or “step by step ferociously” — is certainly more appropriate for spaceflight with humans on board.

Blue Origin’s Latin motto — ‘Gradatim Ferociter’ or “step by step ferociously” — has brought steady success with no serious New Shepard failures.

“On July 20, I will take that journey with my brother. The greatest adventure, with my best friend. #Gradatim Ferociter.”

The company’s motto is “Gradatim Ferociter,” which is Latin for “step by step, ferociously.”

The company’s motto is Gradatim Ferociter or “step by step, ferociously.”