

From worst to first
Book • 1998
The book chronicles Gordon Bethune's leadership in reviving Continental Airlines from near-bankruptcy to industry leader through his 'Go Forward Plan,' focusing on market strategy, financial restructuring, operational reliability, and employee empowerment.
It combines business strategy with humorous anecdotes, offering insights into corporate culture transformation and effective leadership practices.
It combines business strategy with humorous anecdotes, offering insights into corporate culture transformation and effective leadership practices.
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as his favorite book.

Martin Gauss

How a pilot-turned-CEO transformed air travel in the Baltics