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The events of September 11th had a catastrophic effect on the airline industry. Braden Kelley worked with a few passenger airlines to help them find a new frame for their industry (an Industry Re-Think).
You will see in the Passenger Lifecycle slides that the framework allows the airlines to see themselves as more than just a transportation provider. Instead, the framework provides the opportunity for the airlines to continue to innovate at each stage of the lifecycle, challenging themselves to exceed the example revenue and service opportunities we provided at the time.