"Barbara S. Peterson has been reporting on JetBlue since the "jet who?" days when few outsiders believed in the company. Drawing on exclusive interviews with more than seventy-five insiders, from mechanics on the tarmac to the CEO, she weaves together a story of how JetBlue has blended outstanding customer service, inspirational leadership, savvy marketing, and disciplined financial management to come out on top." "Entrepreneur David Neeleman told everyone who would listen that if he treated his staff with respect and asked them to think of the company as a family, they'd respond by taking care of the customers. Likewise, if he offered fair prices, reliable flights, and friendly service, customers would come back often and talk up the JetBlue experience to all their friends. It sounds easy, but as wannabe discounters like Song and Ted have discovered, it's maddeningly difficult to pull off." "Peterson explains exactly why so many people have "drunk the blue Kool-Aid," as insiders quip, and why JetBlue is now a role model for ambitious upstarts in every industry. Her narrative puts us in the boardrooms and in the air with a tight band of true believers who dared to try the impossible."--Jacket.