1   The Rise of Company Culture

Take everything that’s not so great about air travel. Now think of ways to erase that through extraordinary customer service. “This was the mindset of our founders,” says Michael Elliott, Senior Vice President of People at JetBlue, “when they created a small airline that is now a major player in the airline industry.” Michael adds that the airline’s mission has evolved to simply “inspire humanity” – which starts with treating JetBlue’s employees, all of whom are called “crewmembers,” with gratitude and kindness.

“Our five Values—Safety, Caring, Integrity, Passion and Fun—set us apart from the other guys,” says Elliott. “Together, our crewmembers live these values, and in turn, make the JetBlue experience ...

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