Growing companies benefit from public goodwill. When Google was expanding quickly, the combination of excellent services and a “don’t be evil” management motto built up a reservoir of public goodwill. Tesla, with a combination of excellent products and goal of reducing global fossil fuels, has a large reservoir of public goodwill.
SpaceX has goodwill — its engineering is amazing and its goal of making humans “multiplanetary” inspires some people. SpaceX’s Starlink program, however, which will provide satellite broadband globally, doesn’t yet share that same goodwill. Any news search on “Starlink” will generate a long list of articles about how Starlink is going to destroy astronomy, make asteroid catastrophes more likely, and lead to a runaway problem of space debris. None of these are likely true, but you wouldn’t know it from the press.
The irony is that Starlink might in fact represent Elon Musk’s greatest contribution to the planet. Linking four billion people currently without internet to the rest of the world is one of the epic stories of our generation. It can create opportunity, knowledge and wealth at a level heretofore impossible.
One straightforward way for Starlink to get ahead of the press and start building public goodwill would be to make a commitment to provide broadband to schools in developing countries. If Starlink launched a “100,000 schools” program, probably in coordination with the UN and ITU, that story would eclipse all the others.
Of course there is another reason for Starlink to commit to helping link 100,000 schools: it is the right thing to do.
Increased broadband in developing countries is going to create many problems — just ask Facebook about Myanmar. It will also create unbelievable opportunities. It is time Starlink started building up its reservoir of public goodwill. It will certainly need it down the road.