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Please, fly responsibly

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.

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