瑞奇.桑托利
领袖专机航空公司
要点: 1979年，桑托利离开高盛投资公司自行创业，经营直升机租赁融资业务。1985年，桑托利的公司已经是这个产业的龙头，并且向领袖专机航空公司的创办人买下了他们公司，这家公司是私人包机产业的先驱之一。桑托利以4年时间分析该公司的营运记录，想出新的经营方法，顾客可以不必百分百拥有一架私人飞机，只须购买一定比例股份，拥有部分使用权，就可以享有完整的机师与维修服务，这个方案名为“网络专机”。到了2001年，该公司已有1800位客户与240架飞机，每天航行国内与国际共250个航班，之后公司营收每隔两年就会成长1倍。
桑托利的经营原则：
一、提供顾客无法抗拒的服务
开发出业界无人能及的套装产品与服务，然后确实让顾客享受到这个套装产品。只要做好这一点，顾客永远不会离你而去。
二、面对经济衰退要有因应计划
经济发展难免会经历衰退期。要事先考虑到经济衰退的状况并且未雨绸缪，在景气上升的阶段更要做到这一点。开发能在经济衰退期吸引顾客的服务与方案，并且随时准备推出这些方案。
三、雇请顶尖好手，并且鼓励他们取代自己的位子
充分授权、委以重任，让员工能够主导全局。长期来说，要让企业蒸蒸日上，唯一方法就是尽可能找来最顶尖的高手，并且鼓励他们取代自己的位子。这样一来，不论是不是自己亲自坐镇，企业都会发展出自己的个性特质，并且朝永续经营的方向前进。
“企业主必须真正关心、热爱自己的企业，必须关怀员工、尊重员工，跟员工通畅地沟通，让员工了解公司的状况。”
------瑞奇.桑托利
Rich Santulli
Executive Jet
Main Idea: Rich Santulli left Goldman Sachs in 1979 to start his own business provding lease financing for helicopters. By 1985, he had grown to be the largest in his field and he brought Executive Jet Aviation, one of the pioneers in private jet charters, from its founders. He analyzed the firm's data records for four years and came up with the concept of offering fractional ownership of private jets complete with pilots and maintenance. This program is called NetJets ---which now has 1,800 clients and 240 aircraft carrying out 250 domestic and international fights a day. The company is currently doubling its revenues every two years.
Rich Santulli's key business principles:
***Offer a service customers find irresistible
Develop a product and service package that exeeds that offered by everyone else, and then deliver that package superbly. Do that well and customers will never leave you.
***Have a plan ready for economic downturns
From time to time, the economy is going to go through a down period. Anticipate that and plan ahead, especially during the up phase of the cycle. Develop services and packages that will appeal during a recession and have them ready to roll out.
***Hire the best people and encourage them to take your job
Empower people. Delegate meaningful amounts of responsibility to them. Let them take the ball and run with it. Over the long term, the only way your business will continue to expand on its success is if you hire the very best people you can find and encourage them to take over the work you do. That way, the business starts to gain its own personality and longevity, irrespective of whether you remain hands-on.
"you have to really care about your business. You have to love your business. You have to care about your people. You have to treat them with dignity and respect. And you have to communicate well with your people to let them know what is going on."
---Rich Santulli
