Book Reviews

Go, An Airline Adventure

by Barbara Cassani

"Business models don't make profits, people do."

Summary

As much of a page turner as any novel, this is a candid and detailed account of how Barbara Cassani grabbed a slice of the low cost flights market for British Airways with Go. A tale of "persistence, tenacity and doing the right thing", extra colour is provided by her account of the antics of EasyJet's Stelios Haji-Ioannou as he fought to stop Go, and finally swallowed it up into his empire.

The Best Bits

The book is infused with Barbara Cassani's enthusiasm for, and commitment to, Go's people - it challenges any doubts about the importance of getting the right people into an organisation, and of putting values at the heart of leadership. The account also touches on all aspects of running a business - strategy, finance, operations, marketing, human resources - in a fluid and accessible way.

The Worst Bits

Clearly stung by detractors who saw her as Bob Ayling's golden girl, protected from commercial realities by British Airway's purse strings, Ms Cassani is at pains to emphasise repeatedly how the low cost ethos permeated every aspect of Go. This started grating on me after a while.

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