Blue Origin is an American privately-funded aerospace developer and manufacturer set up by Amazon.com founder Jeff Bezos. The company is developing technologies to enable private human access to space with the goal of dramatically lower cost and increased reliability. It is employing an incremental approach from suborbital to orbital flight, with each developmental step building on its prior work. The company motto is "Gradatim Ferociter", Latin for "Step-by-Step, Ferociously".