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JetBlue's marketing is another radical departure. The carrier aims its product at the frugal yet style-conscious consumer. "We want that 'aspirational' audience," says Gareth Edmondson-Jones, the airline's spokesman and one of many employees who came from Virgin Atlantic. "We see our customers as the same ones who can afford more but shop at Target because their stuff is hip but inexpensive." That kind of thinking drove decisions like JetBlue's choice of leather seats instead of the less expensive cloth. "It's a nicer look, a better feel," says Neeleman, in full salesman mode. "Of course...
...Winners HARRISON FORD Indiana Jones actor rescues a 13-year-old lost boy scout. Last year he saved a climber. Surely, he's planting these victims to look heroic GARETH FOX Brit beats the competition to spend a night in a dog pound. Inspired, he vows to win the next contest. The prize? A week in a dirty car trunk RESHMILA SHAKYA Four-year-old girl is named Nepal's virgin goddess?gets a third eye, a chariot and is revered by thousands. What, no decoder ring? Losers ROWAN ATKINSON Mr. Bean creator crashes his Aston Martin into a wall...
Ritchie won't be ignored either. After he came up with the title Snatch, Columbia TriStar wavered. "We did very seriously debate changing it to Snatched for fear of the vulgarity," says vice chairman Gareth Wigan. But Ritchie put up his dukes and won his title back. Now that the film has already been a success overseas (and you must admit the idea of hearing Mary Hart say Snatch is pretty delicious), the suits have come around. "I was wrong," admits Wigan. "The vulgar connotation hasn't even surfaced." Careful. No one thought Sean Penn would surface either...
...Gareth E. Driver...
...opened Shanghai to foreign investors during his three years as mayor, starting a boom that lasts to this day, and displayed his no-nonsense approach to the business of doing business. According to Gareth Chang, who was head of a McDonnell Douglas joint venture in Shanghai, Zhu cut official banquets from 12 dishes to four because "first of all, most of us couldn't eat that much, and second, he thought the longer meals were a waste of time." In 1991, Zhu was recalled to Beijing, where he became Vice Premier and successfully curbed China's rampant inflation. Last year...