Leonard Sherman is the author of "If You’re in a Dogfight, Become a Cat! Strategies for Long-Term Growth". He is an executive in residence and adjunct professor of marketing and management at the Columbia Business School. Len has worked as a senior partner at Accenture, as a managing partner of J.D. Power and Associates, and as a partner at Booz, Allen & Hamilton. He holds a BS in aeronautical engineering, an MS in transportation systems and a PhD in transportation economics, all from Massachusetts Institute of Technology.
#DESCRIPTION
Leonard Sherman uses the example of Jet Blue as a company that created a deliverable brand promise based on bringing humanity back to air travel. He talks about how the company ensured that every aspect of the company and every employee was involved in delivering on this brand promise.
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