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The EUSP Elevator Pitch

“Our Heads Are Round so our Thoughts Can Change Direction” [Francis Picabia]

With World Routes now behind us, since I wrote it, I had several discussions about my Routes pitch and why all companies should have a business plan and have their employees know it.

The first step developing a business plan is the Elevator Pitch. It is the very summary of what you are doing. Usually, it starts with an essay, then you boil it down. To three minutes (a quick introduction), then to three sentences. Or less. Including a friendly greeting for a good first impression! And it’s a good idea to think about a slogan there, Best for the slogan are three to five words, something that sounds catchy. Like we used “The Isochrones People” for CheckIn.com. “People” we used to emphasize that despite the focus on “data”, it’s made by and for people. Positive emotion.

But the elevator pitch is meant to make your audience curious. Curiosity is one of the most universal and positive emotions. Curiosity opens more doors than any other emotion!

That is why the focus shifts from the Unique Selling Proposition (USP) to the Emotional (ESP) one. But you need both. And you need to boil them down to their core. Not one of your customers will keep more than two or three key points from any given presentation. So if you have your USP(s) and ESP(s), you can make sure your message stays consistent. If you have more than one product, solution, different “client types”, “target groups” or present to clients, investors or your own people, you will create variations. But when you write the different chapters of your business plan, when you develop a presentation, when you communicate, you review them that you always stick to your consistent message(s).

And this is, why I changed my presentations for start-up business development replacing the USP with the

EUSP – The Emotional Unique Selling Proposition

Because it is not about the USP only. Or the ESP. It’s about both.

These days, in a job interview, I heard a senior and very “seasoned” manager (engineering background) again telling me about the technical benefits of their wonderful tool – in my opinion totally loosing the potential client (that was me). Yeah, I’m “tech-sawy”. But people buy not products and fancy technical gadgets, but they buy for their personal benefit (or that of the company).

Improvements to the processes such have to result in “personal” improvements. For the same reason I believe, A-CDM has adoption problems, as ops people believe they shall be replaced by those tools, they are expensive and the focus is on the technical benefits, neither on the cost savings nor the improvements for the people in the process. I’ve not seen a single “elevator pitch” or a “business plan” in use there either.

When you work on start-up companies and their business ideas, you quickly learn the value of a business plan. And to start with the elevator pitch(es). Not for the investors and banks and such, but for yourself. Bring your thoughts into a structure. Communicate consistently And I can only recommend the very same to anyone in business.

That is the elevator pitch. It just opens the door. But it keeps your message consistent.

And to wrap up, there are some examples, what an EUSP is not:

Not an Answer. Curiosity is the emotion that opens doors!
Not a Mission Statement. That’s a separate thing you should have in the business plan, focused on you, not really on your customer.
No Hot Air. We’re the biggest, best, most advanced, sexiest, bla, bla, blubber.
No Sales Pitch. Yeah. That’s tough. But you tell what makes you different. Not about price. Or focusing to close a sale.

You’re not selling a car or insurance on the door! With the EUSP you introduce yourself. All the ‘ugly’ selling comes once you created interest (curiosity!). And Trust.

Food for Thought
Comments welcome!

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Type Talk

strangers_and_friends — “There are no strangers here; Only friends you haven’t yet met” [William Butler Yeats]

Years ago, my friend and mentor Richard (yeah, him again) introduced my to “Type Talk”, a book about the Myers-Briggs Type Indicator, introducing me also to the Keirsey Temperament Sorter. As I am at the crossroads again checking out options for my future what-to-do, I just redid my assessment (see below), though it didn’t change really…

There are online tests for both on the web, which simply identify how your brain works. Not in black&white, there’s gray scale. But dominantly. Generally (according to Myers-Briggs) there are four indicators in the end. Indicators, not “rules”. You are either introverted or extroverted, intuitive or sensing, feeling or thinking, perceptive or judging. I found this understanding very helpful to identify my strength as such and understand that being different, is not a weakness but a different strength.

Many of you know, Yulia is an introvert, where I’m an extrovert. Where it is very easy for me to stand in front of a crowd or meet strangers, this is a real challenge for Yulia. Which is also, why I help her promoting CheckIn.com. That difference in personality is rather easy to grasp. the other differences are more difficult in the beginning.

Intuitive or sensing in a nut shell is about how you gather information. You need to touch them (with your senses) or can you imagine them?
Thinking and feeling are about decision making, being straight-thinking or more intuitive following their “gut feeling”.

Judging and perceptive is not about ruling, but they influence your expression. Where judging types like more that things are clear and settled, perceptive types constantly challenge them.

But then we move on from Myers-Briggs to Keirsey and we step into a different world. In fact, we leave theory behind and come to the practical application. Because the Keirsey Temperament Sorter’s results are observable. Again, there is no black & white, but in many facets certain behavior is dominant. Such as the easily observable extro- vs. introversion.

Before you continue, you might want to do the official test, though that requires (free) registration on Keirsey’s website to get the results. And only the mini-result is free, giving you a general indication (like me, being an idealist “NF”). If you don’t need it for business, I found this a good online source to do the Myers-Briggs test (try to avoid neutral answers), which tells me (again) I’m a “Campaigner”, an ENFP-a. But the strongest, dominating type in me being the extrovert. How surprising ツ And doesn’t that fit with my passion in “Marketing” and challenging the frontiers?

What triggered this blog article is a quote by Steven Covey seen on LinkedIn (as so often, not properly referenced to him), which quickly reminded me also of that Peanuts “Great Pumpkin” cartoon by Schulz. Intuitively and being an extrovert, I jumped to it, but at second thought quickly identified it as simply a good example on how extroverts and introverts react to the same extrovert statement. And also, how judging types “believe” strongly in what for them is “settled”, the perceptive types do question the Great Pumpkin. Or Life, the Universe and Everything.

An introvert listens by nature. So Yeats was an extrovert and just expressed the typical extroverts view…

Food for Thought
Comments welcome!

And do me the favor and click on the (new) heart ♥ below the article if you liked it. It’s not linked anywhere but local for me to know the topics that my readers prefer ツ

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My Routes Sales Pitch

A post on ASM VP Nigel Mayes on RoutesOnline triggered this FoodForThought. His thoughts about a how to give the perfect routes presentation … Focusing on data. Which is a perfect example of what you see at Routes and what will not make the difference.

IcebergPrinciple — Successful Selling is Emotional

In any given sales training I attended, in many of the keynotes or presentations I gave on the topic, I focus on three facts I can boil down to one:

The Elevator Pitch
Successful Selling is Emotional
What’s your message?

Or in one: What is your USP? The USP is the Unique Selling Proposition. It’s what makes your product different, why someone should choose to buy from you and not your competition. But more important, the new concept of the ESP: The Emotional Selling Proposition!

In my presentations, I never focus on the numbers. Say what? But with CheckIn.com you’re crunching numbers big time!!! So what?

I’ve never sold the numbers. Not selling software, nor selling airline tickets, nor selling airports, nowhere. Simply: Nowhere.

Selling is emotional. 10% of the sale is facts. Some say 15% (1/7^th). I believe less.

Facts are facts, they either sell on their own, or they don’t. Not much influence on the facts.

When I sold competitive software, the data crunching was important. But not to come with facts, but how to load them emotionally? Because where I sold was, where I could establish the emotional link. Trust. Faith. Sure you got to have your numbers. You got to issue an RFP, very often under legal rules, making sure the procurement team is unbiased and takes what is best for the company. Often under stupid rules like “cheap = best”. You get what you pay for, right? But then, there’s the “finale”. If you’re in the final round, emotions jumps into the game. Suddenly the soft factors get more important. Three finalists competing. All qualified. Who fit’s my need the best???

The job of the sales manager. Be the face of the company.

There are three phases:

Phase 1: Establish the contact
Phase 2: Know your [Numbers / Tools / Services]
Phase 3: Close the sale.

Phase 1 and 3 are all about emotions. They are about Sales Management. Phase 2 is where the number crunching work is. That’s for your engineers to support your sales manager!

An attractive sales lady or gentlemen without experience, right from university sells mostly to men. Emotional. Good for the initial contact and the closing. In between, you don’t need sales, you need the engineers, the number crunchers. Phase 2 is not “sales”. But I also learned that you better call the graduate not a sales manager but either a junior sales manager or a customer manager. Face to the client. They can learn the process. They should be the face to the client (at all times). They should not be exchanged, or your client looses a big part of his/her emotional bonding to your company. But they must work in tandem with the company’s experts! And they have to learn enough of your product before you remove the “junior”.

Many companies make the mistake. Engineers trying to sell. They go for numbers, technical gadgets, hardly ever they understand the emotions that make the customer buy into them. Do I need to be able to know deicing management or shall I better understand the principles behind it and leave the fine-print to the engineers? Talking to deicing experts with 20 years experience, I caught them with emotion. With emotionally loaded facts. Want to buy? Here’s the dream, the overall picture that I know we can make a reality. Let’s call in the engineers, they can explain you in all detail how the individual puzzle piece works. Want to make the sales manager an engineer? Bad idea. Want to make an engineer a sales manager? Bad idea. Engineers are usually number crunchers. Only very few understand the emotional concepts in selling. Recently, in marketing groups there’s a hype about the step from USP to ESP from the unique to the emotional selling proposition.

The first-ever post on this blog was Shift Happens. As valid as it ever was! Today, most jobs and products are new. Experience helps to adapt and understand the USP. But being good in Sales & Marketing is not about expertise in the product. It’s about expert in emotional selling proposition!

A friend recently asked me for help on a new start-up. I had a look at their website. I did not understand what they’re doing. I got what business they were in. But what’s their USP? It’s been done by engineers… You got to be one to understand.

So let’s look back at my first three points. Lots of words on the website. But what’s it all about? I didn’t know. So we come down to my first point: The elevator pitch. Can you catch a potential client’s or investor’s interest in the first 30 seconds to two or three minutes you have with him in the elevator? Or on a conference floor? Three sentences. Why should he talk to you? What’s your product, what makes it different? What’s the value? “Return of Investment” is an issue. Emotion is also one! Apple sells more on emotion than anything else! So we’re back on 2.: The emotional side. And come down to the third issue: What’s your message? In three lines or 30 seconds? If you can’t boil your USP down to the elevator pitch, how do you think your prospected clients will ever understand it? If you can do it in 30 seconds, you have 19 minutes to talk about it and bring the emotion home. Okay, realistically you have two to three minutes at a Routes scheduled meeting to bring home the pitch. Rarely at once, beyond 30 seconds the risk to be disrupted increases expotentially

If you focus your sales pitch on “Know your numbers”, you miss out the 90% emotional side of selling.

My advise for airports intending to sell successfully at Routes: What’s your message? Most important thing we did at Erfurt Airport was the image video

https://www.youtube.com/watch?v=srzk2WbTcgY

No voice. Just music. Emotion! Renaming Erfurt to Erfurt-Weimar? Emotional. Weimar transporting “history” and emotion. Everyone heard about Weimar in history class. What’s “Erfurt”?

ERF2006-15 — 2010: Promoting emotionally

The final point I focused on in my presentations and consulting with airports: Focus on incoming! Everybody knows, you know “your local market”. But in aviation, you have two markets. Show you know what attracts people to you. Incoming. No, I never understand how Thuringia Tourism at ITB 2010 could promote Hungarian historic composer Franz Liszt, when they just had a great number of gold medals from the Olympic winter games. The politicos in Erfurt never understood the need to focus on incoming, nor the need to promote emotionally.

Though I should have been warned: On my second day there in March 2009, Thuringia Tourism GM Bärbel Grönegres was in Abu Dhabi and promoted medical tourism there to fly to Frankfurt and get the train or a bus to Thuringia. Instead of the existing flight service via Munich. The state development agency LEG had delegations fly from and to Berlin, with train connection from and to Erfurt. We made a 99€ special available to LEG, which they never made use of. How do you want to sell the flights, if the politicians paying for them don’t use them? Result: Instead of replacing Erfurt-Munich (three hours drive, very good train connection) with the recommended Erfurt-Amsterdam, they simply decided to not extend my contract and terminate scheduled services.

So make sure you have your own PTBs behind you (the powers-that-be). State development, tourism, industry, politicians. And not just because they have to, but because they believe in your sales pitch. It’s a team effort. And a team is not a group of people who must work together, but it’s a group of people who trust each other. Emotion.

Emotions are key to successful selling. If you hire a sales manager, find someone emotional. Someone creative. And don’t make them an engineer, you likely have enough of those already, right?

Jobs-quote — This just applies as much to Sales people as to engineers…

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Management Salaries

The highest paid workers in Silicon Valley are not software engineers … but “project managers”.

Reading this, it reminded me of my own experience, as well as something my dad told me decades ago: “Keep in mind that the people doing the productive work pay for all those supportive jobs.”. Including the bakers, the medical, schools, trainers, … Not talking about all those “managers” that nowadays make a living by explaining how to do things differently.

Source: https://fabiusmaximus.com/2012/09/10/american-military-force-changed-43153/ — Source

Growing up with American military, there was a saying that you can’t have more chiefs than Indians. In fact, it’s a clear pyramid with given salary schemes where the general earns more than the private, but in a reasonable amount. At the same time, there were only about four generals and flag officers for each 10,000 uniformed personnel*. Today it’s seven. And they soon have more “admirals” than ships…

Looking at current structures in the industry, we have too many Chiefs and too little Indians. In fact, I know companies (i.e. consulting) having 10 Chiefs on a single Indian or less. Mostly secretaries, IT support and cleaning staff, often enough outsourced. And we pay the Indians badly and feed the Chiefs. Some figures in Germany make me afraid. In the last years, the numbers of people living of social security despite having a job increased year over year. Yes, they have work. But not enough to live from, they need state support to survive!

The number of retirees needing a side job to survive grew the past years from 15 to 35 percent. That means that one out of three can’t survive of the retirement plan they paid into most of their life?

German Wirtschaftswoche (“Commercial Week”) magazine reported 2015 that top managers make 54 times the salary of an average employee. This is the average. At Volkswagen they made 170 times the salary of their workers, Adidas 100 times. In the U.S., they make in average 273 times the salary of their workers the German Zeit (“time) magazine reported. 30 years ago, top managers made approx. five times that of the average employee. This is about paid managers. It’s a different issue on the owners of the company, but even those usually made about the same income as their top managers and invested the revenue into the company, their employees and reserves. When there was a “crisis”, they had reserves to dig into. Where today the managers fire their workers (same time often increasing their own “salaries”).

“Human Resources”?

At the same time these highly paid managers reduced their personal risk in case of failure by insurances and contractual clauses. But imply that their mega-salaries are because of all the responsibility they have for the company and its employee and their well-being. Whereas the net income of their workers have in reality dropped many years as a result of inflation, tax and social security increases, etc. And not to forget by making “Leiharbeit”, subcontracting labor. That way, the history of working for a company throughout your lifetime became a myth, companies, no, not faceless companies, but company managers are no longer loyal to their workers. And not paying subcontracted labor a surplus for the job risk but paying them mostly even less than their own.

branson_quote_train_people — “Train people well enough so they can leave, treat them well enough so they don’t want to.” [Richard Branson]

My friend Erica was hired for a temporary job with one of the large global players. While they denied her any surplus for the risk of a temporary contract she was asked to not do any side jobs. Similar for me when SITA acquired delair. The same time that they both denied us any job security. Are they crazy? Companies recently start paying minimum wages, adding contract clauses that the workers are not allowed (!) to have a second job. Forcing them to live of state aid, despite a full-time job, often in combination with unpaid overtime. That is reality. Now Erica is happy to leave the bureaucrats, I was quite happy to part ways with SITA (with +400 peers). I prefer smaller companies with less hierarchy but also support and fair pay for the Indians. Recently there’s studies and case studies proving better payment proved to be far better on the motivation of the work force with substantially higher return on the “investment”.

Another issue on salaries is “variables”. I truly believe a fair base salary and a fair results scheme are motivating. Unfortunately – and I hear that from a lot of friends – the “targets” set are unrealistic. Such you can rarely rely on them. The manager’s goal not being motivation, but cost savings, is also counter productive. Aside, it’s simple greed and also just aside, that’s a mortal sin.

Food for Thought
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The Value of Experience

This story spreads on the Internet and social networks without a source. If you know the source, I appreciate the information! — A ship engine failed, no one could fix it. Then they brought in a man with 40 years on the job. He inspected the engine carefully, top to bottom. After looking things over, the guy reached into his back and pulled out a small hammer. He gently tapped something. Instantly, the engine lurched to life. The engine was fixed! 7 days later the owners got his bill for 10K. ‘What?!’ the owners said. ‘You hardly did anything. Send us an itemized bill.’ The reply simply said: 1. Tapping with a hammer. $2 — 2. Knowing where to tap: $9,998. -Don’t Ever Underestimate Experience.-

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Redundancy

New York Times Headline: Delta Malfunction on Land Keeps a Fleet of Planes From the Sky

Voicing that opinion in combination with the related incidents for many years, this is just another example that we rely solely on cloud technologies without proper (working) backup or fallback systems.

Talking about “system failure”, it might not be related to technology here…

No matter if it was a power failure as initially stated or a malfunction of a power control module, it shows that Delta IT did not do basic precautionary homework. No backup power, no working (tested) system redundancy at a different server location. So one server location (Atlanta) fails and down goes Delta…? I can understand if a home location fails on backup and redundancy, but no serious company should rely on a single location. Redundant Array of Independent Disks (RAID) is a common precaution and on distributed systems can also operate at geographically different locations in order to assure that during an outage at one location, the other location seamlessly takes over.

The secondary system may be slower, less responsive, but it provides the backup.

And Delta cannot claim that to be the first time. The first time I had a similar case was with Northwest (now Delta) back in early 1990, where Northwest was one of the only flights leaving Frankfurt on time during a system outage, as we issued boarding passes by hand, based on the passenger list printed the evening before… I think that was the last time no individually traveling passenger had to sit on the middle seat alone…

Another example I keep referring to was the time in the later 90s, early 2000s during the infancy of online travel booking, when Lufthansa hat to shut down Expedia. As Expedia inquiries for flight availability paralyzed Lufthansa operations. Because from the old logic of the airline CRS (computer logic), the booking process prioritized operational processes. Expedia’s uncached availability requests to the Lufthansa hosts flooded the Lufthansa system to the point where no operational requests could be processed. Good night check-in, good night passenger manifests, good night operations.

In 2004, a system crash paralyzed Lufthansa, which I addressed in my blog about the St. Florian’s Principle: Oh Holy Dear St. Florian, don’t burn my house, take the neighbor’s one.

Those are just major ones, which became noticeable to me. Business Insider reports more cases with JetBlue, American and United. So now it’s Delta. But taken the speed of IT development and the increasing complexity of the systems used, I doubt it takes a long time to hear about more such crashes. Time for the airline IT to do it’s homework and make sure the host system (CRS) is redundant…

Food For Thought
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The Unusual

Okay, so I am again looking around for a new consulting assignment or a permanent job. Having helped Yulia to establish CheckIn.com, we are about to finish the work on the dashboard redesign supporting route level analysis and have first (successful) tests of the related analyses, so we’re confident to have those before Winter.

As my readers know, I am not “academic”, as far as it is about a university degree. “All I have” is a three year business education in Whole Sale & Foreign Trade Economics with a German Chamber of Commerce degree, similar to the integrated degree program. Which poses a hurdle finding a decent job in Germany. Not so easy if you don’t “fit the box” of a cogwheel. Being creative, interdisciplinary, a fire fighter, doesn’t make the fit into a box any easier.

Should you happen to seek a creative campaigner, do talk to me please ツ

But I just happen to look at some quotes that keep popping up on LinkedIn…
My preferred one for many years:

Both Steve Jobs and Bill Gates didn’t finish university.Still, there are people like Marisa Meyer at Yahoo (former Google), disqualifying good and successful people only because they didn’t graduate…

Recently I read former German Minister for Scientific Research Heinz Riesenhuber saying “The only difference between German Trainee program (Berufsausbildung) and the Dual Study system is that only the latter gets a university degree.” Having qualified after three years with a non-university degree in Whole Sale & Foreign Trade Economics, I’ve worked at the edge of creative developments and shared my knowledge as guest lecturer at universities. I’ve been speaker at international events. But i.e. at Lufthansa I don’t even have to apply as they demand a university degree; might be agriculture at that I am told…

NonAcademic — When I hire people, I look for Great Attitude. I don’t look for MBA or PhD. [Robert Kuok, richest man in Malaysia]

This statement be Robert Kuok, the richest man in Malaysia fits a quote by Steve Jobs, late founder and brain behind Apple.com:

As I mention frequently in interviews, most of my business life I was hired as a fire fighter. Sometimes I was allowed to change things and usually then those things succeeded. At other times, I was hired as the scape goat. Just recently … Naaaw. Let’s not dig into that open wound ツ But being the eternal optimist, I learned that there’s a solution to any problem.

Extinguishing fires for the past 30 years turned me into a creative, interdisciplinary but optimistic aviation expert with my own network of aviation experts helping me where I get stuck. It allowed me to speak at top level aviation events on IT, business travel, analysis, usability and design, A-CDM (operations), marketing and other issues. Frequently about how pieces fit into the puzzle. As a consultant, I’m called to oversee projects in aviation that sometimes impose a lot of change to the people. Related mostly to marketing, analysis, distribution, operations, interfaces and other such issues.

So these quotes above are simply examples, making me confident that I will find my next challenge where I can make a change.

Food For Thought
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A-CDM – why doesn’t it pick-up speed?

This is the question I got confronted with this week, triggering me to think in more detail about it.

As you may remember, I have written a few introductions posts about A-CDM. I still believe in A-CDM and think it is something airports should implement, but much more important, airlines should demand – and jointly invest into it with their main airport partners to steer developments in the right direction.

I don’t have any access any more to the base file, but as a result on the presentation of the Zurich case study I’ve put together for WinterOps.ca, I focused on the “cash” savings, I hadn’t addressed then. We did calculate based on the performance improved expressed on slides 3 and 5 and the underlying data. We used conservative figures from IATA, Eurocontrol and FAA about the cost incurred by delay per minute. Our conservative results for Swiss (airline), the hub carrier at ZRH with a 48% market share in the given winter saved more than 20 million Euros. Even if we consider the delay cost only applicable beyond 15 minutes, the savings were above € 10 million (approx $ 13 million then). If you consider the cost to set up the system from scratch and the necessary interfaces, one single harsh winter covers up for the cost.

Similar are the savings on normal operations on the bigger airports and on all the hub airports of reasonable size.

Now my friends in the LinkedIn group CDM@airports celebrate airport Number 20 being A-CDM compliant. And they praise the A-CDM Impact Assessment Study by Eurocontrol. Sorry if I don’t fall into the appraisal and worshiping… The new study again looks very “scientific” at the issue, just “generic” cost savings, no individual example, but such being the argument for the CFO (Chief Financial Officer). In my comments, I got the response that it’s “obvious” and the decision makers are expected to understand the cost savings intuitively. Sorry there, in my experience even when you push their nose on the $ or € amounts they tend to come up with the hen/egg principle. Why should they invest into it, what’s their benefit? And guess what: They’re right!

We got to answer that question to promote the issue.

There’s also a nice animated video about the European ATM master plan linked to the issue. Though looking at the key deliverables, I don’t find the cost savings they promote in the video. It’s again “scientific view point” where executives are to understand the cost savings from the operational improvements. But that’s exactly the point. In my experience, these chief something officers do not spend the time to think that step on their own. As such. Without some company investing into a presentation to convert those operational improvements into cash savings, why would someone want to invest into it?

But the main two questions are: What’s the cost saving for me and who should invest and why? Those questions are not properly addressed I believe.

To rephrase the first question:

Who benefits and what’s the numbers?

Source: Eurocontrol A-CDM Impact Assessment

So Swiss at Zurich benefited from an investment by Zurich Airport in the range of what? 20 Million? In one winter alone. But Swiss did not invest. Zurich Airport is. And most airline managers I talk to go “it’s an airport thing”. Sorry. If you’re an airline operations manager and you don’t get the point, you might be over your head on operations and have no vision for your own business’s development. Understandable if you’re a small airline. Not very professional if you work for one of the big shots.

At the right, there’s the “cost savings” slide from the A-CDM Impact Assessment. Back in 2004, the DOT averaged a delay minute with $ 100, more recent figures from Eurostat, IATA or other sources are sometimes substantially higher. The study even addresses the total savings on the fuel side. though 26.8 million on 2.2 million departures don’t sound much. What misses is the amount of delays those 2.2 million departures accumulated. Then you can break it down. Or where and when those delays arose (i.e. during winter operations? ATC delays?

There’s also something we call the A-CDM delay. When flights do not leave “on time”, due to A-CDM constraints. Such your flight could have left “punctual” but sitting duck on the taxi way due to traffic jam. Instead, A-CDM keeps the flight at the gate until the A-CDM system needs it for the now jam-free departure. That’s a change in paradigms! But it’s better for everyone, so you better find a way to solve the resulting repercussions (and yes, there are ideas).

The main benefit is to the airline! Secondary benefit is to the more punctual airport, also thanks to a usual increase in “capacity”. Though it might be noteworthy that even London Heathrow found good reason to invest into A-CDM solutions.

Who should invest – and why?

There’s two opinions I was confronted over the course of the past two years. Airlines believe, that this is a “single airport issue” and should be the concern of the airport. Whereas most airport managers question, why they should invest, if the airline benefits in dollars & cents from the development. O holy dear St. Florian…

There were some good approaches as to implement the technology and charge the airline for the savings. That simply does not work, as usually there’s not a single effort to improve punctuality and airlines after tend to question the cost savings to result from that investment. Or airline managers sit back and expect the airport to be interested to provide improved punctuality. Whereas some airports openly questioned that they make more money from delayed passengers than from punctual ones. And as long as it’s not the airport to blame, why should they care too much?

Don’t get me wrong, I don’t approve either. That is an issue, I believe must be addressed by the players on a global scale! That A-CDM Impact Assessment Study was a good idea, just from a practical point of view a lousy execution. It is my honest believe that airline operations managers must understand that they got to demand A-CDM at their hub airports in order to improve on-time performance for the better of their own network. And airline and airport must find a way to benefit both on an investment. The current trend to have the airport pay and the airline to pick the raisins and savings is neither fair, nor does it help to promote comprehensive A-CDM deployment.

That also means that the airline has to invest into their OCCs (Operations Control Centers) to exchange data with the other players as explained in my post APOC, OCC, NMOC and A-CDM.

Food for Thought
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SITA Communications

Following the acquisition by my employer delair by SITA, I was not allowed to maintain a personal blog until our parting of ways in February 2016.

With centralized communications, employees are not encouraged to run personal blogs or activities that are out of the control of the company. To my personal believe and in hindsight, it is an example how SITA uses the new communication channels: They’re stuck in the Industrial Age type and hold on to supply-driven information:

We push, because “mother knows best”.

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Airport Development

Discussing Airport Development on a general and global scale lately with some renowned influencers in this industry, there were some thoughts, I would like to share today.

Who’s the Customer?

It was rather fascinating to discuss the “customer” issue with airports recently. Though despite we all know that we compete about the passengers, the airline is just as much a customer of the airport as are ground handling companies. As we published in our case study on Zurich’s new deicing management, one of the main cost savings factors, reflecting millions of savings (Euro, Dollar, …) comes from reduction of delay, faster recovery from overall delays or disruptions. With passengers and airlines alike benefiting from “pre-tactical” information.

Keeping the Status Quo

or why only the dead fish swims with the stream? There is a great tendency in our industry today to wait and see “others” and especially “the big ones” to invest in new technologies and try them. And only with many years of delays implement the investment into the own budget plans and maybe get it year(s) later. Be that the use of (free) WiFi at the airports for all customers or CDM developments to the benefit of airport operations – especially under adverse conditions.

Saving, no matter the cost

A common argument against the investment is that the status quo functions. Airlines are i.e. “used” to have major delays during and after winter events. The throughput is lower, flights must be cancelled, after disruptions, the recovery takes time. Zurich having saved +20 million Euros in one season alone by “managed” deicing is a good counter example. With other airports/airlines stalling the implementation of the tool for their airports/terminals “for cost reasons”. Sorry, I will never get used to burning the amounts of money our industry does. We invest into “customer experience” but don’t bother about reducing flight delays.

Collaboration vs. Silo

The global Civil Air Navigation Services Organisation (CANSO) and the Airports Council International have declared Airport Collaborative Decision Making (A-CDM) a management matter, joining forces in the promotion of the concept. Now airports and airlines alike keep pointing out that they have no common data. A major U.S. airport disqualifying it with the example that they don’t even get an Estimated Time of Arrival (ETA) or Departure (ETD) from their airlines. They learn of arrivals or departures once the aircraft is on approach or on engine start-up or pushback – thanks to kind information by the tower. The operator of a terminal at one major hub tells us, collaboration won’t work at their airport as the terminal operators strongly competing. Yes, there are workarounds possible (considering the controlled apron/tarmac area “the airport”), but as long as airlines and ground handlers keep up such self-understanding, we are a long way from “effective operations” or even a basic management of delays, disruptions and recovery.

Airport Strategy

In the discussion, we also talked about airport strategy. New airports are being build without giving consideration to A-CDM or TAMS (Total Airport Management, expanding A-CDM into the land side), but focusing on fancy design. (New) Nordic airports having trouble with the positioning of their deicing pads (also called “Central Deicing Facilities” or CDFs). Space for an “Airport Operations Control Center” (APOC) being later taken from existing office space, instead of pre-planning the necessity. Airport Operators like Avialliance, Vinci or even Fraport (a CDM-airport) focus on CDM locally, instead of considering solutions that improve the airport group. Just some thoughts on the issue as we discussed it and I joggled down my notes…

Food for Thought
Comments welcome

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Category: Management

EUSP – The Emotional Unique Selling Proposition

Who benefits and what’s the numbers?

Who should invest – and why?

Who’s the Customer?

Keeping the Status Quo

Saving, no matter the cost

Collaboration vs. Silo

Airport Strategy