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From Worst to First: Behind the Scenes of Continental's Remarkable Comeback
The numerous anecdotes alone are worth the price of the book . . . most readers will find themselves asking why everyone doesn't run a business as preached by the chief executive of Continental Airlines.-The Washington Post Book World
. . . in an age where managing seems increasingly complicated, some of Bethune's prescriptions are refreshingly straightforward.-Business Week
From Worst to First outlines Gordon Bethune's triumphs . . . about the turnaround he's led at Continental, a perennial basket case that's become an industry darling.-The Atlanta Journal-Constitution
From Worst to First is [Gordon Bethune's] story of Continental Airlines' turnaround under his command . . . The blueprint has worked . . . Fortune magazine named Continental the company that has 'raised its overall marks more than any other in the 1990s.'-The Seattle Post-Intelligencer
All of Gordon Bethune's proceeds from this book will be donated to the We Care Trust, a nonprofit organization that assists Continental Airlines' employees and their families in times of need.
. . . in an age where managing seems increasingly complicated, some of Bethune's prescriptions are refreshingly straightforward.-Business Week
From Worst to First outlines Gordon Bethune's triumphs . . . about the turnaround he's led at Continental, a perennial basket case that's become an industry darling.-The Atlanta Journal-Constitution
From Worst to First is [Gordon Bethune's] story of Continental Airlines' turnaround under his command . . . The blueprint has worked . . . Fortune magazine named Continental the company that has 'raised its overall marks more than any other in the 1990s.'-The Seattle Post-Intelligencer
All of Gordon Bethune's proceeds from this book will be donated to the We Care Trust, a nonprofit organization that assists Continental Airlines' employees and their families in times of need.
304 pages, Paperback
First published May 12, 1998
49 people are currently reading
908 people want to read
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Displaying 1 - 28 of 28 reviews
January 8, 2012
I loved the book. I started at Continental before Gordon joined the company, so when it was at its worst. He really turned it around, made the employees feel like we were really important in the overall picture. I truly admire the man. The book is great, lots of humor, read it while on a flight to Europe and several times I had to put it aside as I was laughing so hard I was getting lots of looks!
July 6, 2016
I recently purchased this book. It is a fascinating story about Continental Airlines written by the CEO Gordon Bethune himself . Continental Airlines filed for bankruptcy twice (1980_s and in 1993) and was on the verge of once again to file for bankruptcy in late 1994 when Gordon Bethune took over. The story is about how Bethune revolutionized the company from being the worse Airline to fly with in the USA and abroad to being one of the first. He talks about how he changed the whole culture at the company when he took over as CEO. He came up with a plan called "Go Forward Plan". The plan had four components, _ Fly to Win: The Market Plan, Fund the Future: The Financial Plan, Make Reliability a Reality: The Product Plan and Working Together: The People Plan._ Here is a quote on what Gordon says about management. "A manager's job, I think, is simple. A manager wants to hire the best people for the job; make sure they have the proper training, resources, and support; and then get out of the way. When employees have problems, the manager should take the problems of their hands if possible, so the employees can keep doing their jobs well. Basically, managers do their best work by letting employees do theirs." For the employees to trust management he as the CEO setup a personal phone line to him so that his employees could call him with problems (They had 40,000 employees in the 1990's). That is a courageous act! It is a bit repetitive because Gordon narrated this book and had it transcribed by the co-author Scott Huler. That is why I'm not giving it 5 stars. I highly recommend the book!
May 12, 2014
كناب رائع ومفيد يتحدث عن اعاده بناء شركه طيران ارهقتها الخسائر والديون لكي تصبح واحده من افضل الشركات في امريكا
August 30, 2024
This is, of course, a boring LinkedIn Post of a book that I would not recommend to anyone.
And yet I can’t stop thinking about it. In this book, Gordon describes how he took a failing airline and made it the best airline. The method was a full operational overhaul, from finances to logistics to flight offerings to employee structure and incentives.
The book is full of basic cliches and “business wisdom”….and yet, taking a company from 2$ a share to 50$ within 4 years is a feat that should be reckoned with! My complaint then, is why aren’t there interesting and unique insights here? Something that truly expands on what my understanding of the world should be. Something truly novel.
I think back to DFW’s “String Theory”. In one of those essays, he writes a review about a pro players autobiography. Initially, he bemoans how boring/uninsightful the book is, but then steps back: “what if the simplicity/lack of complication, is a crucial reason for their success” (my paraphrasing). Gordon repeatedly says what he did isn’t particularly difficult: maybe there’s nothing more to it than that.
And yet I can’t stop thinking about it. In this book, Gordon describes how he took a failing airline and made it the best airline. The method was a full operational overhaul, from finances to logistics to flight offerings to employee structure and incentives.
The book is full of basic cliches and “business wisdom”….and yet, taking a company from 2$ a share to 50$ within 4 years is a feat that should be reckoned with! My complaint then, is why aren’t there interesting and unique insights here? Something that truly expands on what my understanding of the world should be. Something truly novel.
I think back to DFW’s “String Theory”. In one of those essays, he writes a review about a pro players autobiography. Initially, he bemoans how boring/uninsightful the book is, but then steps back: “what if the simplicity/lack of complication, is a crucial reason for their success” (my paraphrasing). Gordon repeatedly says what he did isn’t particularly difficult: maybe there’s nothing more to it than that.
September 18, 2022
What a book, an amazing book, a recipe for success as an airline CEO!
May 29, 2016
Gordon Behune was the CEO at Continental from 1994 until he retired in 2004. In short period of time, he turned around an airline that was at the edge of a third bankruptcy to the best airline in the world. It is a book about leadership. He made it sound very simple: build the best product and have employees who love coming to work. But why he did it, why his predecessors failed? He used his no BS and straightforward style and told the stories how he and his top leadership team changed the company culture: from lacking trust and working in silos to one that different departments truly working together and employees love coming to work. How on his first day as CEO, he opened the door of the executive floor; how he kept frank and honest communication. Yes it sounds basic. The basics works.
April 3, 2013
After Frank Lorenzo grew the company to near extinction, Gordon was the much needed change Continental Airlines needed. With simplicity an obvious and blunt honesty, he transformed a company in ruins to a brand people sought. This book is the story of "back to the basics," and "culture overhaul" that Corporate America needs from time to time. This is the Cinderella story that still is the backbone of one of the largest airlines in the world (I keep losing track with all the mergers), namely United airlines (with the Continental Globe logo, paint colors, letter font, attitude and leaders). Plus it's a funny read.
June 10, 2008
I really liked reading this book, but he made the turnaround seem so easy and that he was always in control. I think the tools that he used to incentive-ize the company and turn the culture were amazing...but then again there was nowhere to go but up...so he could pull some stunts that coul dnot be pulled iwht your average company becasue they were desperate.
Read
January 8, 2014This is my first airline business referecne book. It makes me admire Mr. Bethune and the airline very much and have keeping an eye on Continental's development ever since. So sad to see in go under the banner of UAL.
February 28, 2009
Even though I had to read this book for a management class, I really enjoyed it, and I would recommend it to anyone who is interested in learning about how to make change and make it stick.
September 15, 2009
My Favorite book..by my favorite author!
August 9, 2011
A Great Book on Change Management in Airlines, must read for Aviation Executives
December 26, 2013
Great view of the industry and how he did it. Felt bad about the bonus at end of year but if you want a team, the team has to lose sometimes too.
October 29, 2022
Which airline did you promise yourself you'll never fly with again? I'm sure you have an answer ready.
#2
Bethune tells the story of the transformation of Continental, from the worst airline in the US, to a great one.
I hope to answer the question 'Why is it relevant to MY job?', with 2 lessons I took from it.
From Worst to First: Behind the Scenes of Continental's Remarkable Comeback, by Gordon Bethune
https://lnkd.in/dnk_AGCK
💰 What You Measure and Reward Is What You Get
Continental's planes were always late, which caused the company to pay $5M in fines each month. Bathune told the employees - let's improve that metric together, and share the profit.
For every month that Continental was in the top 3 arilines on being on time - ALL employees got $65 bonus. The bonus was sent by a separate check in the mail - to emphasize the achievement.
It worked.
💡 Rewarding for performance is something we tie in our minds mainly with sales positions, less with programmers. We get our money, and do our job.
Using rewards to steer the our team is a great tool, and it doesn't have to be money. For example - if you release a big feature on time, have a fun afternoon for everyone involved. Your recruitment team brought 20 candidates that passed the first interview? Let them celebrate with a fun activity!
It's also important to emphasize and celebrate the reward, not just add it to the paycheck. A weekend in europe for 2 is much more emotionally enticing than $2000 in the paycheck (for example as a reward for bringing a friend).
👓 It's Easy to Lose the Focus
'I happened to step onto a transatlantic flight, and I heard something that sounded like somebody was killing a cow.
I couldn’t believe that it was supposed to be soothing to our customers. So I called up the big shots in marketing and asked for an explanation.
“You gotta understand,” they said. “You heard the soundtrack to a video—it’s whales swimming, and that’s their call.”
I said, “You know what? The passengers aren’t watching their little video screens when they’re boarding. They’re standing around or fussing with their armrests or trying to get the flight attendant’s attention. I want you to rethink this and let’s have a meeting and see what you come up with.”
So they did, and we had a meeting. They said, “We’ve got this much better for you, let’s take a look at this new video.”
I turned my chair around and looked at the wall and said “Okay, shoot.” They said, “No, Gordon, you don’t understand, it’s a video, you have to watch it.”'
And I said, "No, you don't understand - during boarding, people do not watch videos. We need music that soothes them without making them watch TV". '
💡 Over-complicating our systems, providing a crazy amount of information to our clients is hard to resist.
Understanding when to stop, how to focus on the essentials is an important skill
#2
Bethune tells the story of the transformation of Continental, from the worst airline in the US, to a great one.
I hope to answer the question 'Why is it relevant to MY job?', with 2 lessons I took from it.
From Worst to First: Behind the Scenes of Continental's Remarkable Comeback, by Gordon Bethune
https://lnkd.in/dnk_AGCK
💰 What You Measure and Reward Is What You Get
Continental's planes were always late, which caused the company to pay $5M in fines each month. Bathune told the employees - let's improve that metric together, and share the profit.
For every month that Continental was in the top 3 arilines on being on time - ALL employees got $65 bonus. The bonus was sent by a separate check in the mail - to emphasize the achievement.
It worked.
💡 Rewarding for performance is something we tie in our minds mainly with sales positions, less with programmers. We get our money, and do our job.
Using rewards to steer the our team is a great tool, and it doesn't have to be money. For example - if you release a big feature on time, have a fun afternoon for everyone involved. Your recruitment team brought 20 candidates that passed the first interview? Let them celebrate with a fun activity!
It's also important to emphasize and celebrate the reward, not just add it to the paycheck. A weekend in europe for 2 is much more emotionally enticing than $2000 in the paycheck (for example as a reward for bringing a friend).
👓 It's Easy to Lose the Focus
'I happened to step onto a transatlantic flight, and I heard something that sounded like somebody was killing a cow.
I couldn’t believe that it was supposed to be soothing to our customers. So I called up the big shots in marketing and asked for an explanation.
“You gotta understand,” they said. “You heard the soundtrack to a video—it’s whales swimming, and that’s their call.”
I said, “You know what? The passengers aren’t watching their little video screens when they’re boarding. They’re standing around or fussing with their armrests or trying to get the flight attendant’s attention. I want you to rethink this and let’s have a meeting and see what you come up with.”
So they did, and we had a meeting. They said, “We’ve got this much better for you, let’s take a look at this new video.”
I turned my chair around and looked at the wall and said “Okay, shoot.” They said, “No, Gordon, you don’t understand, it’s a video, you have to watch it.”'
And I said, "No, you don't understand - during boarding, people do not watch videos. We need music that soothes them without making them watch TV". '
💡 Over-complicating our systems, providing a crazy amount of information to our clients is hard to resist.
Understanding when to stop, how to focus on the essentials is an important skill
January 28, 2018
This is an excellent management book about how to rebuild a struggling company. Gordon Bethune takes a methodical look at this successful plan turning.a struggling Continental Airlines into one of the best airlines in the country.
It is filled with easy to read stories about each step in the process. It’s a great read, and highly recommended management book for any business executive.
It’s a shame the current management of United Airlines has apparently chosen to forget this important part of the company’s culture.
It is filled with easy to read stories about each step in the process. It’s a great read, and highly recommended management book for any business executive.
It’s a shame the current management of United Airlines has apparently chosen to forget this important part of the company’s culture.
August 19, 2021
Un libro que inspira.
Fácil de leer, con datos, historias y anécdotas que hacen que sea agradable.
Ejemplifica algunas de las máximas de los negocios como "Lo que mides lo mejoras" y "Paga por lo que quieres lograr". Al final es a mi gusto la mejor forma de estar completamente alineados estratégicamente y lograr permear la cultura a través de toda la organización.
Gordon es un fuera de serie que estuvo en el momento indicado y en el lugar indicado, tomando decisiones arriesgadas y con valor para darle la vuelta a una empresa que parecía imposible.
Fácil de leer, con datos, historias y anécdotas que hacen que sea agradable.
Ejemplifica algunas de las máximas de los negocios como "Lo que mides lo mejoras" y "Paga por lo que quieres lograr". Al final es a mi gusto la mejor forma de estar completamente alineados estratégicamente y lograr permear la cultura a través de toda la organización.
Gordon es un fuera de serie que estuvo en el momento indicado y en el lugar indicado, tomando decisiones arriesgadas y con valor para darle la vuelta a una empresa que parecía imposible.
November 15, 2022
This book has lessons. It has stories. It has direction. It has it all.
I have been reading so many books that find themselves in the mechanics of operating a business efficiently, I think it was so refreshing to read this synopsis of principles used to turn Continental Airlines around. I have no doubt that a starting business could benefit from these lessons and build up a company along the lines of Jim Collins' Good to Great.
Fantastic!
I have been reading so many books that find themselves in the mechanics of operating a business efficiently, I think it was so refreshing to read this synopsis of principles used to turn Continental Airlines around. I have no doubt that a starting business could benefit from these lessons and build up a company along the lines of Jim Collins' Good to Great.
Fantastic!
January 4, 2025
Gordon is a wonderful storyteller. Some of his metaphors are violent (twice he suggested out loud and in person that he take a gun and shoot his coworkers/employees), but I enjoyed his perspective on running a business and leading. Some of the book is redundant; towards the end I started scrolling past the paragraphs that reiterated points made previously and I skipped ahead to the stories. I'm sure most people who've read this book can relate to it. I certainly did.
November 10, 2017
This book contains a lot of insight, particularly for running a large company. I know the story of Continental is dated but this book still has a lot to offer.
I would recommend this to anyone in a leadership position. In particular, chapter 13, about the author’s rise in industry would be good for new managers or leaders to read.
I would recommend this to anyone in a leadership position. In particular, chapter 13, about the author’s rise in industry would be good for new managers or leaders to read.
November 8, 2020
This is a really good book for business leaders, especially ones tasked with turning a business around. Gordon clearly lays out the plan he made and how he executed it to take Continental from near bankruptcy to market leader. This is an easy read and even has a Cliff’s notes style section in the back for people short on time. Would definitely recommend this to any executive or manager.
October 18, 2017
Promotion of his god-like vision and strategies. He has points, though. Be willing to see what are the real problems; work with the best people; open the door and lay out the facts to people who resist changing; provide guidelines instead of manuals and get out of the way.
December 27, 2018
The book is excellent, but dated (20 years old). Also, due to necessity, many things are simplified. At times, too repetitive in its details makes the book drag. However, overall, quite sound in demonstrating how to make any organization much better.
August 6, 2017
How not to write a book. Bop around all over the place with catchy headings and imprecise content.
September 3, 2017
Very well written. Reiterating basic management principles with very well meaning examples. Good read for people in leadership roles
April 20, 2022
Me gustó pero no me encantó. Pensé que sería una historia que me atraparía. Tiene lecciones valiosas, si. Hay libros con las mismas lecciones y que son mejores, si.
January 24, 2024
I love how the writing style is simple and easy. learned a lot about people management more than management focused books
August 3, 2025
Interesting behind the scenes of the strategy adopted by the CEO of continental airlines to left the airline from bankruptcy to one of the best airlines .
January 20, 2019
I would have only some idea in turning a company around. I say some in that I would apply what I would consider common sense. I would have no idea if it would work though. Always been a little fascinated by what it means to manage people beyond street level management. This book highlighted what Gordon thought was the best approach and it worked... cool.
Displaying 1 - 28 of 28 reviews