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November 30, 2004

News & Opinion: WSJ reviews Blue Streak

By: 800-CEO-READ @ 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."