The Royal Aeronautical Society's 2025 Alan Bristow Memorial Lecture featured David F Stepanek from Bristow Group, who discussed 'Advanced Air Mobility: A Philosophical Guide to Early Operations'. Bristow, a major player in rotary-wing operations, is now venturing into Advanced Air Mobility (AAM) with the aim to revolutionize air transportation using electric aircraft and drones. The company plans to trial an electric-powered conventional take-off and landing (eCTOL) aircraft in Norway, focusing on cargo transport services. Stepanek emphasized the importance of a cautious approach to the development of AAM, highlighting the challenges related to technological advancements, certification processes, and public perception. He outlined Bristow's strategy of 'crawl, walk, run' to ensure a safe and efficient transition to AAM operations. The company aims to leverage its technical expertise and culture of continuous improvement to address the complexities of integrating AAM into commercial aviation. One of the key obstacles identified is the need to manage public expectations and perceptions around AAM, particularly in terms of safety, regulations, and business models. Stepanek called for a gradual evolution towards AAM, suggesting the utilization of existing infrastructure before investing in new vertiports. The lecture also discussed the potential of AAM in cargo transport, drawing parallels with the historical evolution of aviation businesses focusing on freight transport. Overall, Bristow's approach to AAM signifies a strategic shift towards sustainable and innovative air mobility solutions, with a strong emphasis on safety, efficiency, and evolution in the aviation industry.