The Boeing 787 Dreamliner -
A Textbook Example of How to Launch a Successful Product

Written by Jason Corsello
Tuesday, July 10, 2007 at 4:55 am


Yesterday, Boeing announced its first fully assembled 787 Dreamliner, the newest airline destined to change the aviation industry. What was especially impressive to me in the announcement were two things…

1. How CEO Jim McNerney was able to clearly articulate the new jets value proposition. In his words, the new aircraft is…

“dramatic improvement in air travel: to make it more affordable, comfortable and convenient for passengers, more efficient and profitable for airlines, and more environmentally progressive for our Earth.”

He didn’t focus too much on the features (hybrid plastic/carbon-fiber composites of the plane other than its lighter, more durable and less prone to corrosion than aluminum). His message was concise how 1) the new plane was changing the industry by delivering more value, 2) is providing better service to passengers/users, 3) is more profitable for its own customers, and, 4) in line with the “green” message of the weekend (and year), stated the environmental impact of the airplane.

2. How respectful and classy its competition, Airbus, was during the launch. As the article states…

In a rare tip of the hat to the competition, Airbus congratulated Boeing on the 787, whose commercial success has chipped away at the edge the European plane maker once held over its Chicago-based rival.

“Even if tomorrow Airbus will get back to the business of competing vigorously, today is Boeing’s day — a day to celebrate the 787,” Airbus co-CEO Louis Gallois said in a letter to McNerney.

“Today is a great day in aviation history. Whenever such a milestone is reached in our industry it is always a reflection of hard work by dedicated people inspired by the wonder of flight,” the letter said.


Oracle, SAP and all HCM vendors should all take a lesson in what it means to compete with class and dignity.

Thanks to Jeff Nolan for his original post on the topic.
http://jeffnolan.com/wp/2007/07/08/boeing-closer-to-delivering-a-787/