The First New City in America in Over 50 Years
What Starbase, Elon Musk, and AXI’s Automation Framework Have in Common
By Chief Automation Officer, George K. Mehok
June 2, 2025
In South Texas, SpaceX isn’t just launching rockets—it’s building Starbase, a vertically integrated city designed to manufacture and launch 1,000 Starships per year. Elon Musk calls it the most ambitious industrial project in America in decades, and it may well be the first new city built from scratch in over 50 years.
But what’s just as compelling as the hardware is the thinking behind it.
In this incredible video, Musk outlines a process-first approach to innovation: remove unnecessary complexity, challenge every assumption, and only automate after you’ve optimized. It’s a method that echoes through the engineering of rockets—and it’s the same methodology we to help organizations streamline operations, scale efficiently, and unlock the true power of automation.
Whether you’re in healthcare, manufacturing, or financial services, these principles hold universal value.
Elon Musk’s 5 Rules for Process Innovation
- Make the Requirements Less Dumb
“The most dangerous assumptions are the ones you don’t know you’re making.”
We start every engagement by challenging every workflow, step, and rule. If it doesn’t have a reason, it doesn’t belong.
- Delete Any Step You Can
“If you’re not occasionally adding steps back in, you’re not deleting enough.”
At AXI, we believe in simplifying before automating. Fewer steps, fewer clicks, fewer headaches.
- Simplify What’s Left
Simplification means rethinking—not just reordering. We strip out redundancy and clarify responsibilities, so your processes become scalable.
- Accelerate Responsiveness
Only when a process is clean do we engineer for speed. Faster decisions, faster cycle times, and better visibility become the new norm.
- Automate Last
Automation is the final step—not the starting point. When done in the right order, automation becomes transformative, not just cosmetic.
Why It Takes Three Versions to Get It Right
Musk is also candid about something many tech leaders overlook: it takes at least three iterations to build a great product.
- Version 1 is often a working prototype.
- Version 2 starts to address real-world issues.
- Version 3 is where the magic happens—scalable, stable, and strategic.
At AXI, we embrace this mindset. Intelligent automation isn’t about rushing to deploy software robots. It’s about learning, refining, and improving, so that each cycle gets you closer to operational excellence. Our most successful implementations are the ones that learn over time, evolving alongside the business.
Smart Automation = Results
At the core of lasting innovation is intelligent automation—not just bots or scripts, but AI-powered systems that adapt, learn, and integrate across departments. Whether it’s processing orders, remittances, reconciling financials, or accelerating clinical intake, AXI builds automation that becomes a strategic asset.
It’s how companies move from manual, fragmented operations to unified execution—and from reactive fire drills to proactive data-driven automation.
Final Thought
You don’t need to know how to build rockets to improve operational effectiveness. The same mindset behind Starbase—first principles, relentless simplification, and iterative improvement—can drive serious results in any business.
At AXI, we don’t just automate. We help you rethink how work gets done—so you can scale smarter.
Let’s reimagine your business operations—then automate it.
Let’s talk about how AXI can help transform your operational data into a competitive edge.
For more information about Automation Technology products and services, visit www.aperturexi.com or email us at info@aperturexi.com.
