Flying High: How JetBlue Founder and CEO David Neeleman Beats the Competition... Even in the World's Most Turbulent Industry

by James Wynbrandt

Overview

"While Flying High tells the tale of JetBlue–from how it was founded to the way in which it operates today–this book is the story of David Neeleman. Throughout this fascinating journey, you’ll discover the management techniques Neeleman has developed and used over the years, which most observers credit for JetBlue’s unparalleled accomplishments. While he applies these rules to running JetBlue, they are truly applicable to every business in every industry."
–From the Introduction

JetBlue is the most impressive airline startup in history and an amazing success story. Its consistent record of profitability has made the carrier shine in an industry that’s full of red ink.

Behind it all stands David Neeleman–JetBlue’s young, brash, bold, and uncompromising founder and CEO.

Flying High traces Neeleman’s spectacular journey from soft-spoken Mormon missionary to the top of the American airline industry. Full of insightful details and interviews with Neeleman’s friends, associates, and prominent figures in both business and aviation, Flying High offers an up-close look at how he built a successful company–and changed an entire industry–by breaking the rules and taking good care of his customers. Among other things, you’ll discover how Neeleman:

• Learned the travel business from the ground up, then used that knowledge to build his first successful airline–Morris Air
• Sold Morris to Southwest Airlines at age thirty-three, for a $25 million personal profit–and then promptly talked himself out of a job with the company
• Created the technology behind e-ticketing
• Launched a low-fare carrier in Canada, before starting what eventually became known as JetBlue
• Steered JetBlue through the aftermath of 9/11, leading the way with dramatic actions that both improved security and ensured the airline’s survival
• Forever changed the flying experience for passengers by introducing such innovations as live in-flight television and unparalleled customer service
• Turned JetBlue into a household name through clever marketing and public relations campaigns

Product Details

ISBN-13:	9781118040164
Publisher:	Wiley
Publication date:	12/17/2010
Sold by:	JOHN WILEY & SONS
Format:	eBook
Pages:	304
File size:	907 KB

About the Author

David Neeleman is much more than one of today’s most accomplished aviation executives. Throughout an incredible career that began with selling Hawaiian timeshare vacation packages as a college student and ultimately led to the creation of JetBlue, Neeleman has demonstrated an uncanny ability to identify and fill unmet needs by building niche businesses. Flying High is a straightforward, illuminating account of David Neeleman’s life and the principles by which he has created his highly profitable travel empire–rules that can be applied to virtually any business in almost every industry.

James Wynbrandt is a New York—based author and award-winning aviation and business reporter. He is a regular contributor to numerous high-profile aviation publications, including Smithsonian Air and Space, Plane & Pilot, General Aviation News, Avionics News, and Pilot Journal. A licensed pilot, Wynbrandt has been following JetBlue since the company’s founding. His articles on business and aviation have also appeared in The New York Times, Forbes, Management Review, Computer and Electronics Marketing, Flying, and Aspen Magazine, among others.

Table of Contents

Introduction 1

CHAPTER 1 The Journey Begins 7

CHAPTER 2 Have I Got a Deal for You 23

CHAPTER 3 Morris Air Spreads Its Wings 39

CHAPTER 4 Off to Southwest 55

CHAPTER 5 Opening Up New Skies 73

CHAPTER 6 A Different Kind of Airline 85

CHAPTER 7 Preparing for Departure 103

CHAPTER 8 JetBlue Takes Flight 121

CHAPTER 9 Making Air Travel Entertaining 139

CHAPTER 10 Keeping Customers Happy 151

CHAPTER 11 The Technology Advantage 163

CHAPTER 12 Getting the Word Out in Style 177

CHAPTER 13 Dealing with Disaster 193

CHAPTER 14 Preserving the Culture 213

CHAPTER 15 Looking to the Future 225

CHAPTER 16 David Neeleman’s Rules for Succeeding in Any Business 243

JetBlue Timeline 255

Acknowledgments 263

Notes 265

Index 289