Welcome to Thoughts on the Market.

I'm Adam Jonas, Head of Morgan Stanley Space and Global Auto and Share Mobility Teams.

With the help of my research colleagues across asset classes and regions, I try to connect

ideas and relationships across the Morgan Stanley platform to bring you insights that help

you think outside the screen.

Today, I'll be talking about the Apollo Effect and the arrival of a new space race.

It's Tuesday, August 24 at 10AM in New York.

In May of 1961, President John F. Kennedy announced America's plan to send a man to

the moon and bring him back safely to Earth before the end of the decade.

This audacious goal set in motion one of the most explosive periods of technological innovation

in history.

The achievements transcended the politics and Cold War machinations of the time and represented

what many still see today as a defining milestone of human achievement.

In its wake, millions of second graders wanted to become astronauts, our math and science

programs flourished and almost every example of advanced technology today can trace its roots

in some way back to those lunar missions, the ultimate innovation catalyst, the Apollo

Effect.

60 years after JFK's famous proclamation, we once again need to draw on the spirit of Apollo

to address today's formidable global challenges and to deliver the solutions that improve our

world for generations to come.

The first space race had clear underpinnings of the Cold War between the US and the Soviet

Union.

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