CHAPTER 1

To Lose US $1 Billion in 1 Day

In the early weeks of April 2017, Oscar Munoz, the CEO of United Airlines, having been awarded “Communicator of the Year” by PRWeeks a month earlier, not only saw his reputation being dragged through the mud, but also witnessed the catastrophic fall of US $1 billion in United Airlines share value, in the next trading day after a passenger-­removal controversy the day before.

What Had Happened?

Physician David Dao was forcibly removed, dragged along the aisle with a bloodied mouth and his following delusional words of “I need to go home” and “Just kill me” went viral within hours, and United Airlines Club members began to cut their loyalty card and post it online.

The reason for the removal ...

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