Introduction

In the mid-90s, David Neeleman wanted to launch a new airline. He had already co-created a regional airline out of Salt Lake City that was acquired by Southwest. And despite his admiration of Southwest's business model, Neeleman felt there was a market for a different kind of budget airline. He envisioned flights to cities other budget airlines avoided and excellent customer service, with high-tech amenities. In 2000, he launched JetBlue and in its first year, the company flew over 1 million people, and cultivated a loyal customer following. Then came the 2007 Valentine's Day ice storm. PLUS in our postscript "How You Built That," how Lisa Dalton turned a relationship mishap into a game-changing braille label that solves a daily problem for blind consumers. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.