The book tells the remarkable story of GO, the no-frills airline, from the perspective of its creator. It offers a brilliantly readable account of this significant business journey, making it the definitive narrative of the decade.
In March 1997, Barbara Cassani was asked to set up and run a no-frills European airline for British Airways. She was a rare breed in the world of British business: young, informal and American, she believed in doing things differently. Barbara took the 25 million pound investment from British Airways, turned profit in three years, led a management buyout and eventually sold the company to easyJet for an astonishing 374 million pounds, just four years after the company's launch.Go: An Airline Adventure charts the remarkable fortunes of a company that contributed so much, not just to the burgeoning low-cost airline industry, but to modern business culture. With a bright, fresh brand, a can-do attitude, an enthusiastic workforce and a commitment to customers, Barbara and her team set the standard for a new style of management. But it was not easy.