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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 sim-
ple 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 cus-
tomers 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 in hand? ...