Singapore Airlines’ iconic tagline “A great way to fly” was manifest on a recent flight I had with them from London to Singapore. I received this card from the crew, thanking me for ‘believing’ in them. As someone who spends a serious amount of time riding the steel bird, receiving that intimate touch makes a big difference. Was I the only person on the flight to receive such a card? Unlikely, but the personal gesture counts. And really, I should have been thanking them. The pleasure was mine.

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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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