Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book addresses strategic thinking, the importance of adopting a strategic mindset and the formulation of mission statements. It introduces the notion of the mission statement and the overlooked complexity involved in putting one together with the most effectiveness. The book examines the success of a US start-up airline with attributes similar to JetBlue and Southwest Airlines. It discusses the market environment and the legal complications Morris Air faced even before its formation. The book also examines the company’s value proposition to the customer as well as its route selection and pricing strategies. It focuses on the sale of Morris Air to the formidable Southwest Airlines and raises the possibility that this sale was in fact intended right from the airline’s inception.