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The definitive, behind-the-scenes story of the most innovative airline in America
A few years ago, an unknown entrepreneur named David Neeleman uprooted his wife and nine kids from Utah to New York, dreaming of a bold new company that would make jaded travelers fall in love with flying again. Barbara S. Peterson has been reporting on JetBlue since the "Jet who?" days when few outsiders believed in the company. Drawing on exclusive interviews with more than seventy-five insiders, from mechanics on the tarmac to the CEO, she weaves together a dynamic story of how JetBlue has blended outstanding customer service, inspirational leadership, savvy marketing, and disciplined financial management to come out on top.
- Sales Rank: #965183 in Books
- Brand: Brand: Portfolio Trade
- Published on: 2006-02-07
- Released on: 2006-02-07
- Ingredients: Example Ingredients
- Original language: English
- Number of items: 1
- Dimensions: 8.42" h x .82" w x 5.46" l, .58 pounds
- Binding: Paperback
- 288 pages
- Used Book in Good Condition
From Publishers Weekly
This compact and cogent study of JetBlue is also a biography of its founder, David Neeleman. Neeleman had experience with local airlines and Southwestern, as well as contact with Virgin Atlantic's buccaneering Richard Branson, when he decided in the late '90s to found his own discount airline, now the most successful low-cost carrier since Southwestern. JetBlue has had its ups and downs—9/11 was handled extremely well; on the other hand, a major breach of security put passenger data into the hands of government security investigators. The carrier has also been subjected to major and, the author says, not overly scrupulous competitive tactics from its leading rival, Delta. On the business side, Peterson, Condé Nast Traveler contributing editor, focuses on how ossified the traditional major carriers had become and how thoroughly they had tended to reduce their passengers (whom JetBlue calls "customers") into servants of existing regulations, rather than make regulations and procedures serve the customers. The book is also full of contextual snapshots, including the sad state of New York's JFK airport, which JetBlue is trying to make a significant domestic hub again. While not quite hagiographic, the book lauds Peterson for working hard to implement a more congenial solution to air travel's dilemmas; many readers will agree and relish the details.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
From the Back Cover
"It’s fun to read about simple ideas that change the way we do things . . . and it’s always fun to watch the whoosh of good ideas hit the brick walls of habit and bureaucracy. . . .The smart, fast, little guy wins!"
—Los Angeles Times
"A quick, breezy read studded with mini-profiles, snippets of aviation history and amusing anecdotes."
—The Wall Street Journal
"An engaging peek into the open cockpits of the airline industry, its foibles and pitfalls, written by someone who knows the industry, yet still loves to fly. This book is the chronicle of one little airline that could."
—Book Page
"Peterson moves beyond personalities to detail how Neeleman crafted more of a branded travel experience than an airline."
—BusinessWeek
"[Peterson] gets the inside scoop on JetBlue’s quirky corporate culture and Neeleman’s fresh approach to an antiquated business model."
—Advertising Age
About the Author
BARBARA S. PETERSON is a contributing editor at Condé Nast Traveler and the coauthor of Rapid Descent: Deregulation and the Shakeout in the Airlines. Her articles have appeared in The New York Times, New York Post, and San Francisco Chronicle.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Jet Blue from the ground up
By Amazon Customer
The author had an unfettered access to the movers and shakers within Jet Blue and provides a very good historical look at this start up airline. Now the airline, which is eleven years old, is one of the best know and heavily flown airlines in the country. There are many tenets within the operation of Jet Blue that are useful for any public service organization. They aren't just selling airline seats but are providing a service to their customers. I knew very little about the airline and thought it was merely a clone of the successful model provided by Southwest Airlines. Ms. Peterson pointed out the similarities and the contrasts between the two organizations. To be sure, the airline has had growing pains since the book was written in 2004, and it's founder David Needelman is no longer with the airline. I highly recommend this book as an inside the look of a successful corporation and the practices they incorporate to satisfy their customer. Further, it demonstrates the scrutiny that the FAA and the U.S. Department of Transportation puts any potential airline under as it tries to sprout wings!
0 of 0 people found the following review helpful.
She drank the kool-aid.
By Anonymous
Superficial. First half (formation of the airline) is kind of interesting. Second half is a scattering of stories, most of which are not. Very little critical analysis. Double-spaced at 268 pages, it's a fast read.
0 of 0 people found the following review helpful.
Good, but needs updated edition
By damnflyboy
Great book. 4 stars because it needs to be updated with new editions. A LOT has happened with the company since it was published.
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