InCubed is the European Space Agency’s Earth observation programme for ‘Investing in Industrial Innovation’. It aims to foster commercial innovation, boost the European Earth observation economy and reinforce relationships with the private investor community. It achieves this by working with entrepreneurs to develop innovative and commercially viable products and services that generate or exploit the value of Earth observation imagery and datasets. As a commercially driven programme run by ESA Φ-lab, InCubed exemplifies ESA’s role as a partner to industry and a supporter of business and technology innovation.