Our letter replying to United regarding Mr. Tilton's letter.

My first impression on receiving Mr. Tilton's letter was quite positive, in view of the fact this is his first week on the job.

I am a big fan of United. At every possible opportunity, I fly with your airline.

As I read his letter, recent improvements in on-time flights were noted. Congratulations. I must admit, however, that the 83% on time statistic simply highlighted the fact that 17% of the flights are late!

I really don't think many fret about on time arrivals - because we know the statistics are biased by so many factors - like weather or air traffic control! Doesn't everyone know this by now? We also know much of the frustration in flying does not fall under your control.

Nonetheless, after completing his letter, it felt as though the legal, finance, marketing and perhaps even the information systems departments had assembled and said, "What shall we let our new Chairman say after his first week on the job?" Not what he has really encountered - that's for sure.

The newsworthiness of having a new leader on board gains the reader's attention ... momentarily. The opportunity to initiate some form of credible personal communication with a customer is a valuable one.

Everyone wants to know his personal views. Most are interested in cheering him on. Many crave a hint at what his coming will mean to them. For customers to walk away from this encounter with no feelings, is a terrible waste.

David Olgilvy, the master of advertising once quoted Field Marshall Montgomery, who said:

"The leader must have infectious optimism, and the determination to persevere in the face of difficulties. He must also radiate confidence, even when he himself is not too certain of the outcome.

"The final test of a leader is the feeling you have when you leave his presence after a conference. Have you a feeling of uplift and confidence?"

As I closed his communication, I thought about this, deciding to comment here. Perhaps my candor will open some thoughts. Hopefully, we will hear more from Mr. Tilton from time to time, and his next message will come from his heart ... with words that truly strike ours.

Very best regards ...

William H. Thompson
Principal