Now this is data from 1996.
It's interesting to contrast this data with the year 2011.
In 2011, you notice that the frontier has changed very dramatically.
In fact, Southwest that has been playing across the graph at this
game relying on low pricing, has emerged as actually now as an airline that
has been able to charge the highest prices in the industry.
Yet they had to sacrifice on the productivity side, and
they've been overtaken on the productivity side by companies such as JetBlue and
Virgin America.
So you notice how the frontier if the industry has shifted.
New business models have arrived,
companies have played different strategies, and
because of their operations the industry landscape now is a very different one.
All right. What have we learned today?
First of all, we notice that you cannot have it all.
Just like in normal life, we have to set priorities.
And business has to prioritize some of the four dimensions of operational