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Five months after Continental Airlines exited its second bankruptcy, Gordon Bethune was recruited from Boeing Company to get the ailing airline off the ground. Losing $55 million a month, the company's performance ranked last for industry metrics such as lost luggage, late departures and customer complaints.

Bethune recognized that an airline's success depended upon customer satisfaction, so he eliminated unprofitable routes, renegotiated debt and put employees on an incentive plan. In just 12 months, the company went from a net loss of $613 million to a net profit of $224 million. Continental Airlines went on to win more J.D. Powers and Associates awards for customer satisfaction than any other airline. Bethune retired from his post in 2004.