In the days leading up to today's Blue Origin flight, company founder Jeff Bezos has tagged his space-related Instagram posts with a two-word Latin phrase: gradatim ferociter.
It's actually the Blue Origin's motto, and it translates to "step by step, ferociously."
The motto reflects Bezos' desire not to rush-manufacture rockets. He founded Blue Origin in 2000 — six years after starting Amazon.
The company's mascot is also a tortoise, paying homage to the tortoise and the hare fable that made the "slow and steady wins the race" mantra a childhood staple.
"Our mascot is the tortoise because we believe slow is smooth and smooth is fast," Bezos has said, which could be seen as an attempt to position Blue Origin as the anti-SpaceX, which is known to embrace speed and trial-and-error over slow, meticulous development processes.