Add Magic: Creating the Unpredictable and Unique

He who gives great service gets great returns.

—Elbert Hubbard

Nineteenth-century American writer

Great systems, well-designed and managed, start with a simple goal: reliability—delivering on your core promise to the customer. An airline that promises to take you from New York to Minneapolis, but deposits you in Indianapolis instead, does not make you a happy traveler, no matter how friendly the cabin crew or how smooth the ride.

But that’s just for starters. How do you compete for customers when you are one of three airlines, each boasting five flights a day between New York and Minneapolis, all of which deliver passengers to the right “apolis” safely, on time, and with most of their luggage ...

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