This will be a short presentation to assist in framing some fundamental challenges facing the space sector and that will be discussed at the proposed "Town Hall" meeting session at the ASRC. The basic challenge relates to workforce and to rebuilding the middle class - the basis of a cohesive democratic society. Other challenges relate to the coherence of the space sector - difficult to achieve in the absence of national policy and strategy. Space may help because of its essential enabling role in so many elements of 21st century society. However, space investments need compelling, evidence-based business cases that the community can understand and to which politicians can relate as well. We must go beyond assertion. This talk will make some suggestions about communicating the value and importance of space, which may then help to ameliorate the challenge of workforce.