In 1994, the year Bethune took over as the newest CEO, the company had lost $600 million and ranked last in every measurable performance category. But all that didn’t last long once Bethune arrived. The very next year Continental made $250 million and was soon ranked as one of the best companies to work for in America. And while Bethune made significant changes to improve the operations, the greatest gains were in a performance category that is nearly impossible to measure: trust.
