Who we are, what we do, and how we do it. Along with mission and vision, use brand platform to guide messaging.
Fusion competitors are primarily future-focused (limited short-term gains)
While fusion will ultimately change humanity for the better, we recognize how difficult it will be to achieve. Challenges of technology, cost, and efficiency of delivery versus other forms of energy generation will take time and practice to master. Amongst competitors, the focus is primarily the ultimate destination: fusion energy. At SHINE, we share this audacious vision . . . but we’ve also turned an eye toward what can be achieved along the journey.
The appetite for fusion is there — and steadily growing
As the climate crisis becomes increasingly dire, public interest in fusion and its promise of clean, carbon-free energy has piqued. Now, billions of dollars have been poured into fusion, with private investments outpacing government funding as of this summer. Public sentiment is also on the upswing, with more and more people becoming comfortable with the idea of fusion.
Creating value at each step on our path toward fusion
SHINE stands apart from other fusion companies in that we’re grounded in a scalable approach to developing fusion technology. We're tackling challenges in a phased way designed to produce value on each step of our path toward fusion. Through our phased approach, we are:
Changing the way we make energy
We believe that our end-goal — the development of fusion — has so much potential over time that it’ll profoundly change the kinds of problems our species can solve, including the elevation of standards of living for all people, human settlement of other worlds, and a level of environmental harmony previously thought impossible.
Grounded in a scalable approach
We have an audacious vision, but we’re based on a clear reality of linear business growth to get there, step by step. When it comes to fusion, challenges of technology, cost, and efficiency of delivery versus other forms of energy generation will take time and practice to master. Thus we’ve created a company that tackles these challenges in a phased way designed to produce value at each step of our path toward fusion.
Demystifying nuclear fusion
Our goal is unlimited access to energy with no carbon emissions. But clean energy isn’t the only thing we’re making accessible. We want to make fusion more approachable for the general public via education on our website and other messaging channels.
Redefining what’s possible
While we aim to demystify nuclear fusion at a high level, encouraging widespread understanding and acceptance, it will always retain a “magical” quality . . . extraordinary, powerful, humbling, and elusive. Just as fusion may seem magical, so does we’ve been able to achieve. Fusion is hard, and many people have tried and failed to do what we’ve done and what we’re confident we’ll be able to do.
Inspiring
But not grandiose. What we have done and what we will do is monumental, and we leverage storytelling to invite our audience along the journey.
Confident
But not arrogant. We believe in the scientific integrity our scalable approach and its unique ability to create life-saving value on our path to fusion.
Optimistic
But not unrealistic. We acknowledge the challenges of nuclear fusion and are hopeful for the achievement of our long-term vision.
Clear
But not rudimentary. We speak like people. One of our primary audiences is the general public, and the way we communicate should engage (not alienate) them. We focus on universal language while carefully maintaining the scientific accuracy of our messaging.
These values keep us united in our shared vision, accountable to each other and ourselves, responsible for the safety and quality of our work, committed to delivering on our promises and ready to tackle the unknown.
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We take calculated risks, are resourceful, and deliver innovative, smart, efficient solutions. We question, learn, grow and evolve.
We are one team, united in a common goal. We value diversity, recognizing that it makes us stronger, and we treat each other with respect.
We empower each other to make decisions and accept ownership. We are bold and decisive, and we learn from successes and mistakes.
We are responsible for the safety and quality of our work. We respect and care for our business, community and world, and are stewards of our resources.
We adapt and persevere. We are courageous, overcoming all obstacles in our path. We deliver.
