KLM recently launched its Fly Responsibly campaign, making it the first airline to ask its customers to find alternative travel arrangements for short journeys.
It doesn’t make any sense from a business point of view to tell your customers not to fly or to fly less when you’re managing an airline. But it does if you see yourself as “taking a leading role in creating a more sustainable future for aviation.”
The concept of leadership in business is changing from profit to impact. Are you a leader in your field because you have the most profitable airline in the world, or because you want to create a more sustainable future for aviation? Two different questions, and two different stories. Profit talks about me, sustainability about us.
There is no change without leadership, and no leadership without a story that brings us together.