The point is... you'd better figure out what your Customers - the Customers you want - value. Because that's what they'll buy. Anything else is a waste of their money, and they'll figure that out in a hurry.

The first step to problem solving is figuring out who's got the problem.

It's like telling Mozart that there are too many notes in an opera. Which one do you want us to take out?

In airplanes you have a choice between chocolate and vanilla. One year could be vanilla or it could be chocolate. I don't attach any relevance to which one.

Do you know how much faster I can fix an airplane when I want to fix it than when I don't want to fix it?

We tax air passengers like cigarettes and alcohol - we impose sin taxes on travellers.

There are a lot of parallels between what we're doing and an expensive watch. It's very complex, has a lot of parts and it only has value when it's predictable and reliable.