From Worst to First
From Worst to First: Behind the Scenes of Continental’s Remarkable Comeback by Gordon Bethune with Scott Huler
In From Worst to First, Bethune tells a classic turnaround tale and affirms that common courtesy and common sense still have a big role in business success.
Bethune stepped into the role of Continental Airlines’ CEO in 1994 as the company was on the brink of its third bankruptcy filing in a decade. With chutzpah and copious communications, Bethune and the Continental Airlines employees brought the beleaguered company from the edge of extinction to the airline industry’s No. 1 position in a few short years.
Bethune and his 40,000 plus workforce listened to upset customers and apologized for past mistakes. They then developed, communicated, and executed a plan with clearly defined goals and incentives. Employee commitment to the plan resulted in customers and partners returning in droves.
Frank and conversational, From Worst to First is full of down-to-earth ideas and is a reminder that doing the right thing is good business.
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