I read a lot of business blogs written by executives of medium to large companies, including General Motors, Boeing and Sun Microsystems. Rarely, though, do I see an executive post a non-insular article, an entry where they talk about something else going on in the industry or blogosphere, something that’s just interesting and worthy of note, without adding any sort of advert or product plug.
That’s why I’d like to compliment Boeing VP of Marketing Randy Baseler for his posting today.
Many of the entries on Randy’s Journal are long, complex discussions of Boeing products, comparisons or criticism of their major competitor, Airbus, and the like. That’s to be expected.
But today’s entry Rapid Rewards exemplifies all that I like the most about blogging for business:
There’s a great piece out this month in Air Transport World, if you get a chance to see it.
It’s essentially a profile of Southwest Airlines and its CEO, Gary Kelly.
What really caught my attention is a section talking about SWA’s focus on non-stop flights.
Approximately 80% of SWA passengers are on nonstop flights, with perhaps 14% connecting and 6% through. “We focus on nonstop traffic,” Kelly states. “We’d prefer fewer connections. It’s what customers want least. It raises the bar. It is extra work for no more money. It’s a lot cheaper for us to fly you nonstop.”
Kelly really hits two key points on the head here: non-stops are what passengers prefer, and they’re the best economics for airlines.
What’s so nice about this posting? It points to a publication of record for the airline world (with a live link), it is highly complimentary of a partner company, it’s interesting, engaging, and helps me learn more about some of the many facets of Boeing’s industry.
Further, note that Boeing isn’t mentioned once. Even when Randy makes the point that non-stops are the best economics for airlines, he doesn’t add “which is why we think that our long-haul Boeing jets are such a great addition to any fleet” or anything else.
Imagine, VP of one of the most important companies in the United States, and his blog entry is non self-aggrandizing. Great stuff. Well worth studying and learning from if you’re moving into business blogging.