Unless you’ve been living on Mars, you know that earlier this month, Katy joined Blue Origin’s all-women crew for a quick suborbital trip. On paper, it was a total win: historic, iconic, and totally in line with someone who’s always been larger than life. 

But instead of being seen as empowering, most saw it as a tone-deaf PR stunt at the worst possible time. The internet had a lot to say about it — and nobody held back. 

At that point, Katy could have read the room and tweaked her strategy accordingly. Instead, she doubled down. The first night of her Lifetimes Tour was complete with cosmic visuals, metallic costumes, and zero-G choreography. That’s right. She leaned even harder into the whole space thing.

Unfortunately for Katy, it didn’t land the second time either. Ticket sales are down. Negative press is up. And she continues to get roasted online. 

So… why on earth didn’t she course-correct when she had the chance? 

For starters, they’d already locked in venues, costumes, and choreography. Changing direction mid-launch would’ve been a logistical nightmare.

But I think there’s something deeper here, too. For Katy, this was more than a tour concept. She tied spaceflight to motherhood, ambition, and big dreams. When you’re that close to your own story, it’s almost impossible to see when you need to step back and recalibrate. Admitting it wasn’t working would’ve felt like defeat. 

Maybe she thought the people would come around eventually. But that's not really how public perception works — especially in 2025.

Here's the hard truth: Sticking to a strategy that isn’t resonating will pretty much always cost you more in the long run. You have to adapt, or you’ll sink. 

Lessons We Can’t Ignore

1. Timing is crucial.
Even the most beautifully constructed idea can crash if the timing’s off. Katy’s space adventure felt out of touch with the rest of us struggling with the realities of today’s world. 

2. Brand loyalty is built on emotion.
Fans weren’t mad that Katy went to space. They were hurt because, in that moment, it felt like she left them behind. Once that emotional bond breaks, it’s hard to repair.

3. Sometimes, pivoting is the smartest move in the long run.
Consistency matters, but recognizing the need to shift shows you’re listening. Clinging to a space story that wasn’t sitting right only widened the disconnect between Katy and her fans. 

Don't break the tether.

At the end of the day, I’m sure Katy’s heart was in the right place. She was trying to be bold and inspiring, like she always has. But if you’re suddenly floating in a totally different orbit than your audience, it doesn’t matter how good your intentions were. 

So shoot for the stars, but don’t forget to take your audience with you. If your brand starts to feel like it’s not for them anymore, they won’t hesitate to jump ship.