Why Execution Matters: Lessons for Space Companies Entering the Federal Market

In Episode 10 of Space Insiders, we sat down with Kristin Sargent, founder of Sargent Initiatives, veteran, and seasoned advisor to companies navigating the intersection of defense and technology. Having served as an air defense artillery officer and later leading cyber and cloud programs at Booz Allen Hamilton and AWS, Kristin has seen the challenges of bridging the commercial and federal markets firsthand. Her work today is laser-focused on helping startups avoid costly mistakes and accelerate their ability to serve government customers.

Here are three of her most important lessons for space entrepreneurs seeking to break into the US federal market:

1. Execution Matters More Than Ideas

It’s not enough to have a brilliant concept or an impressive pitch deck. As Kristin explained, federal buyers are inundated with slides about hypothetical capabilities. What they want is technology that exists today, works today, and can be delivered at scale in mission-critical environments.

She put it bluntly: “I’ve been in rooms where companies briefed the government on a capability that frankly just did not exist. What the nation requires are solutions that are real, proven, and ready to field fast.”

For startups, that means prioritizing execution—engineering discipline, readiness to scale, and the ability to deliver on time—over chasing flashy narratives. Winning in government markets requires showing how your product supports the mission now, not five years down the road.

2. Don’t Go It Alone: Leverage the Ecosystem

Many founders fall into the trap of thinking they can “figure government out” themselves. Kristin has seen where that leads: wasted time, burned capital, and frustrated investors. Instead, she stresses the importance of plugging into the broader ecosystem of enablers.

Some examples she highlighted:

• Security Accreditation (ATO): Every serious defense technology must undergo an Authority to Operate process before it can be deployed at scale. Startups can either spend years building this themselves—or accelerate by working with platforms that let them inherit accreditation controls.

• Legal Expertise: Commercial legal teams often stumble on government-specific requirements like intellectual property clauses or prime contractor flow-down terms. Without the right expertise, startups risk signing contracts that undercut their long-term business.

• Financial Backstops: Government contracts pay slowly. Specialized financial institutions can provide the cash flow needed to sustain operations while waiting on disbursements.

  
  

By leaning on this ecosystem, companies can stay focused on building their differentiated technology rather than reinventing the wheel in areas that won’t set them apart.

3. Work Backwards from the Warfighter

Kristin’s most powerful advice was simple: never lose sight of the end user. Whether you’re a US or international startup, you must work backwards from the warfighter—the soldier, sailor, or airman who will ultimately depend on your capability in the field.

This perspective reframes everything:

• For international startups, it means proving supply chain reliability, overcoming tariff hurdles, and demonstrating you can deliver hardware or services to US forces without disruption.

• For domestic startups, it means avoiding the temptation to sell “innovation theater” and instead focusing on capabilities that tangibly solve the military’s operational challenges.

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As Kristin put it, “At the end of the day, the Army, Navy, Air Force—they don’t care where you’re from. They care whether you can deliver the mission when and where it’s needed.”

Final Thoughts

The federal government is increasingly signaling a willingness to buy commercial technology first, and startups in the space sector have a historic opportunity to play a bigger role in national defense. But as Kristin reminded us, success requires discipline:

• Build execution muscle—ideas won’t win contracts, delivery will.

• Leverage the ecosystem—surround yourself with partners who can help you accelerate.

• Focus on the mission—always work backwards from the warfighter.

For space startups, the stakes are high, but so is the potential impact. Done right, working with the US government can not only grow your business but also put your technology to work in service of a larger purpose.

Listen to the full conversation with Kristin Sargent on Space Insiders to hear her playbook for navigating the complexities of defense, culture, and execution.