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November 30, 2004

News & Opinion: WSJ reviews Blue Streak

By: Dylan Schleicher @ 8:02 PM – Filed under: Management & Workplace Culture


The Wall Street Journal's Susan Carey today reviews the JetBlue biography Blue Streak written by Barbara Peterson.
Blue Streak
"Ms. Peterson's book is a quick, breezy read studded with mini-profiles, snippets of aviation history and amusing anecdotes. Mr. Neeleman's propensity for serving refreshments to passengers from the aisles of his planes earned him his own flight-attendant apron embroidered with his handle, "Snack Boy." The desperate race to settle on a name for the company in the days before its official public-relations launch degenerated into loud arguments and bad suggestions from high-priced consultants. The only seemingly decent name -- True Blue -- wasn't available. But it did prompt an epiphany from the marketing vice president, who suggested making up a word that incorporated the color. JetBlue flew from her lips, and that was that."

About Dylan Schleicher


Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.