Oct 7, 2024, 17:05 IST Share Follow us David Limp, Blue Origin's new CEO, aims to implement Amazon's customer-centric approach to boost operations and manufacturing. With a focus on engine production and the upcoming New Glenn rocket launch, Limp envisions making space travel more accessible and competitive with industry leaders like SpaceX. Blue Origin's new CEO, David Limp, is aiming to bring Amazon's customer-centric approach to Jeff Bezos' space rocket company in an effort to catch up with competitors like SpaceX. In a recent interview with CNBC, Limp outlined his strategy to transform Blue Origin's operations and culture. Limp, who spent 15 years at Amazon, believes that prioritising customer needs is crucial for Blue Origin's success. "Even if the technology is really nice and fun … the customer has to be front and centre," he told CNBC. This shift in focus aims to address the company's struggle to move beyond the research and development phase and accelerate manufacturing processes. The CEO identified two main goals for 2024: increasing engine production and successfully launching the New Glenn rocket. The latter, scheduled for a November test flight, could prove Blue Origin's ability to compete with industry leader SpaceX. Limp acknowledged that Blue Origin had excelled at building "shiny factories" and "high-fidelity prototypes" but emphasised the need to scale up to become a "world-class manufacturer." The New Glenn rocket, standing over 320 feet tall, features partly reusable components similar to SpaceX's Falcon Heavy. Limp expressed hope that the rocket, nicknamed "So You're Telling Me There's a Chance," would make history by successfully returning its reusable booster on its first attempt. While optimistic about the upcoming launch, Limp maintains a pragmatic outlook. "It'll be adventurous. It'll be fun. I'm excited about it … but if we [don't] stick the landing the first time, that's OK. We've got another booster right behind it. We'll build more," he told CNBC. By adopting Amazon's customer-focused strategies, Limp aims to propel Blue Origin from its current position and realise Bezos' vision of making space travel more accessible and affordable. About the Author