06/10/2021

Making Common-sense Management Common Again

It's necessary like never before

Over the course of his career, Danish marketing and brand transformation expert Martin Lindstrom has worked with some big names in business – think Burger King, Geoogle, Lego, Microsoft and Pepsi.

In 2019, Swiss International Airlines (SWISS) asked Lindstrom to help address a pressing problem for the business. Hundreds of interviews conducted with SWISS passengers and staff had highlighted one overarching theme – passengers were anxious, and not necessarily about the plane crashing.

Myriad little factors contributed to passenger anxiety – getting to the airport on time, having the right documentation, getting a good seat, making a connecting flight, getting through Customs, not losing luggage and so on.

Please select this link to read the complete article from In the Black.