Bethune was very different. He understood that beyond the structure and systems a company is nothing more than a collection of people. “You don’t lie to your own doctor,” he says, “and you can’t lie to your own employees.” Bethune set out to change the culture by giving everyone something they could believe in. And what, specifically, did he give them to believe in that could turn the worst airline in the industry into the best airline in the industry with all the same people and all the same equipment?
