This week, Elon Musk gave the world a sneak-peek of  the new SpaceX space suit on Instagram.

I was passingly intrigued when I saw it. But then came the request from to write an article tying in the new suit to the future of space tourism …

Not that there’s an obvious link between a new spacesuit and space tourism. But I was pleasantly surprised how well the combination lent itself to thinking about space tourism from a broader social and risk innovation perspective.

Of course, the real reason I agreed to write the piece was a once-in-a-lifetime chance to pay homage to Robert A. Heinlein’s 1958 novel Have Spacesuit–Will Travel in the article’s headline!

Naturally,  Fortune ditched this in favor of a less geeky piece of click-bait, publishing the piece under the title Elon Musk’s Sexy Spacesuit Is One Giant Leap for Space Tourism. That said, there can’t be many people who can claim to have got Elon Musk and Sexy in the same headline!

You can read the full article over at And while reading, look out for a deeply buried reference to NASA/ASU’s Psyche mission, and a bit of stratospheric space tourism snark, as well as the insight into approaching the space travel through the lens of risk innovation.

Andrew Maynard