Executive Summary JetBlue Airways began operations in February 2000 from its base at New York's John F. Kennedy International Airport and now, four years later, serves 22 cities across the U.S. with a fleet of 48 new Airbus A320 aircraft. As CEO of JetBlue Airways, David Neeleman has launched his third successful aviation business and is realizing his desire to bring humanity back to air travel by offering passengers low fares, friendly service, and a high-quality product. Neeleman's career in the airline industry began in 1984 when he co-founded a low-fare carrier called Morris Air with June Morris, the owner of Salt Lake City-based travel agency Morris Travel. As president of Morris Air, David implemented the industry's first electronic ticketing system and pioneered a home-reservationist system that is now the foundation of JetBlue's unique call center: all calls to JetBlue's reservation number are handled by reservationists working out of their homes. Following the sale of Morris Air and a short period with Southwest Airlines, Neeleman took the electronic ticketing system that he had initiated at Morris Air and developed it into Open Skies, the world's simplest airline reservation system. Neeleman sold Open Skies to Hewlett-Packard in 1999. Also during this period, Neeleman acted as a consultant to WestJet Airlines, the successful Canadian low-fare start-up airline. In 1999, after the conclusion of his five-year non-compete agreement with Southwest Airlines, Neeleman decided the time was right to bring his successful airline formula— innovative, high-quality service plus low fares equals a strong and loyal market—fo one of the country's largest aviation markets: New York City. He assembled a hand-picked management team of airline industry veterans and secured $130 million in capital funding from investors such as Weston Presidio Capital, George Soros, and Chase Capital, now JP Morgan. In 2003, for the second consecutive year, JetBlue was rated “Best Domestic Airline” at Conde Nast Traveler's 2003 Readers' Choice Awards and was runner-up for “Best Domestic Airline” at Travel & Leisure magazine's 2002 and 2003 World's Best Awards. David lives with his wife Vicki and their nine children in New Canaan, Connecticut.