Autor: orbitalyx

Let’s Talk About Booths

If you’ve been to a space industry event, you’ve seen them.

The booth with a sad pop-up banner. A lonely bowl of hard candies. A staff member scrolling through their phone, avoiding eye contact. Maybe there’s a fishbowl on the table labeled “Drop your card to win a prize,” positioned as “lead generation.”

That’s not representation. That’s a missed opportunity.

And in today’s space industry—an ecosystem built on partnerships, trust, and human connection—that kind of booth presence does more harm than good.

A Booth Is Your Temporary Embassy

Let’s be clear: a booth is not just a corner of the expo floor with your logo on it. It’s your temporary embassy.

It speaks before you do. It shows whether you take the industry seriously, whether you want to be approached, and whether you value the opportunity to connect.

When someone walks by and sees a team that looks bored, distracted, or disengaged, they won’t stop. And they won’t remember you. Except maybe as “that booth.”

Worse yet? The dead fish handshake—the cold, indifferent, barely-there grip that says, “Please move along.” When that’s someone’s first impression of your company, you’ve already lost the moment.

It’s Not About the Budget. It’s About the People.

Plenty of startups and smaller companies show up with basic booths. That’s totally fine. You don’t need the biggest structure or the flashiest screens.

But what you do need are the right people.

People who are:

• Curious and open
• Energized by meeting others
• Clear communicators who understand what your company does
• Confident enough to approach someone and say, “Hi, what brings you here?”

You can have a small table and a roll-up banner, but if the person behind it knows how to connect, that is all you need.

On the other hand, no budget in the world can save you from the impact of a bored, disengaged team.

What About the Business Card Raffle?

Let’s not throw the idea out completely.

A business card raffle can be a useful way to attract attention—but only if it’s part of a broader effort to create genuine interactions.

If someone drops a card and gets nothing but silence or a vague smile in return, there’s no value in that exchange. It’s just data with no connection.

Instead, use it as an icebreaker. Ask a question. Start a conversation. Learn something about the person handing over the card. Even a 30-second chat can lead to a meaningful follow-up after the event.

Raffles shouldn’t replace relationship-building. They should invite it.

So, Who Should You Send?

Not everyone is meant to be a booth representative. That’s okay.

What’s not okay is sending people who:

• Don’t want to be there
• Don’t understand your product or mission
• Aren’t interested in talking to strangers
• Hope no one stops to ask questions

Events are expensive. Travel, setup, registration, it all adds up. But the biggest cost is the opportunity you miss when you send the wrong people.

This Year, Don’t Just Show Up

The space industry is evolving fast. More players. More competition. More chances to stand out—or fade into the background.

This year, make a deliberate choice.

• Be present.
• Be approachable.
• Be remembered.

Because no one ever built a mission—let alone a reputation—on a limp handshake and a free pen.

In 2025, one word is set to dominate the conversation in the European space industry: sovereignty.

With growing geopolitical instability and rising concerns about dependency on non-European players, Europe is waking up to a new kind of urgency. Space is no longer just about exploration or commercial opportunity—it is about strategy, security, and autonomy. And that is where sovereignty comes in.

Why Launchers Matter

Today’s test flight of Isar Aerospace’s Spectrum rocket is a powerful reminder of why this matters.

The Spectrum rocket lifted off from Norway’s Andøya Space Center in what was supposed to be a historic step toward independent European launch access. Unfortunately, the rocket failed shortly after launch. But here is the key: this was still progress.

Isar’s CEO Daniel Metzler called it a success in many ways: “We had a clean liftoff, 30 seconds of flight and even got to validate our Flight Termination System.” It is a clear demonstration that Europe is pushing forward, even when things do not go perfectly. Space is hard. Progress is iterative. Attempts like this are how we move forward.

More Investment, Not Less

Failures often raise eyebrows. But in this case, they should raise investment.

The European space sector needs sovereign launch systems—rockets that are built, launched, and operated from European soil. And if we want that, we need to support the companies daring to build them. Not just when they succeed, but especially when they fall and get back up again.

ESA Steps In

That is why the European Launcher Challenge, recently launched by the European Space Agency (ESA), is so timely. It is a Europe-wide competition to find the continent’s next big commercial rocket. The goal? To have a new launcher ready by 2028.

Companies have until May 5 to pitch their vision, with ESA committing up to €169 million per launcher project. This is a massive opportunity—and a strong signal that Europe is serious about taking control of its access to space.

A Deliberate Shift

The bigger picture here is not just about rockets. It is about redefining how Europe positions itself in space. We are moving toward a world where sovereign capabilities—launch, manufacturing, data, infrastructure—are no longer optional but essential.

Yes, there will be challenges. Yes, some rockets will fail. However, the direction is clear: more funding, more innovation, and more chances for Europe’s NewSpace sector to lead.

Now is the time to build.

How do you fit the entire satellite industry into one city? Simple—bring thousands of professionals to Washington, D.C. for SATELLITE 2025, add cutting-edge technology, and thought-provoking keynotes, and top it off with a visit to one of the last remaining space shuttles.

SATELLITE 2025: A Changing Industry

This year’s SATELLITE conference felt different. The industry is evolving, and so is its audience. The mix of satcom giants, government players, and defense experts shows how space is no longer just about exploration—it’s about connectivity, security, and the future of global infrastructure.

As a Steering Committee member, I had the chance to contribute to shaping the event and improving it for next year. The keynotes sparked conversations about AI-driven networks, the role of satellites in defense, and the ever-growing demand for reliable connectivity. The GovMil track reinforced how essential space is for security and national strategy.

Between panels, the expo floor was buzzing with companies pushing the boundaries of satellite communications. While the number of satellite manufacturers was smaller, the sheer variety of new technologies and business models was a sign of how much the industry is shifting.

Conversations That Matter

The best part? The people. I had amazing discussions with partners and new connections, setting the stage for exciting collaborations in the months ahead. Whether it was exploring new launch solutions, discussing the next wave of smallsats, or debating the future of space sustainability, the energy was undeniable.

Ending on a Historic Note

After days of deep-diving into the future of space, I took a step back in time—visiting the Udvar-Hazy Center to see Discovery, one of the last remaining space shuttles. Standing in front of it was a surreal reminder of how far we’ve come. The same industry that once sent humans into orbit is now focused on making space more accessible, sustainable, and interconnected than ever before.

Washington, D.C. delivered—insights, opportunities, and a glimpse at the past, present, and future of space. Now, back to work, because there’s a lot ahead for the industry (and for Orbitalyx)!

Until next time, D.C.!

Daniela at the National Air and Space Museum with Dove satellite and in Udvar-Hazy Center