someone piped up and asked ‘Do we really give a damn what United thinks a ticket is? Isn’t it more important what we think a ticket is?’ Reflexively, we all said, ‘No, we only care what we think a ticket is.’ So then the manager says, ‘Then why don’t we just print out a single piece of paper that says ‘This is a Ticket.’ ” And that’s what they did. Instead of wasting time and resources on building an expensive ticketing system, Southwest decided to issue “tickets” that could be printed out on ordinary paper and obtained from no-frills automatic dispensers. Merely questioning the necessity of
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