Blue Origin, founded by Jeff Bezos, is undergoing a transformation under its new CEO, Dave Limp, who has been at the helm for nine months. Limp emphasized that Blue Origin is not a hobby but a serious business, a perspective he confirmed with Bezos before accepting the role. The company, historically focused on suborbital tourist flights, aims to break into the competitive orbital mission market dominated by SpaceX and others, with the upcoming launch of its New Glenn rocket. Standing at 320 feet tall and capable of lifting over 45,000 kilograms, New Glenn is expected to be partly reusable and could set the company on a path to compete effectively. Limp's goals include increasing engine production and achieving a successful first launch of New Glenn by November 2024. This shift in focus aims to establish Blue Origin as a leading player in the aerospace sector, mirroring the customer-centric culture of Amazon.