If you are in an industry characterised by competition from subsidised products, high regulation and very small margins this book needs to be a permanent fixture on your desk. While reading the story of how Michael O'Leary turned Ryan air around, your emotions fluctuate between admiration and shock, all the while making careful mental notes and seeking applications to one's own business. The key lesson: figure out your business model and then aggressively implement it. The moral question: figure out how much of a bastard you are prepared to be and don't apologise. Final thought - he demonstrated flexibility when it made business sense.
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