choices
Richard Crandall -- American Airlines. Retired, Took American to Number One with A and B scale, frequent flier, and other inovative techniques.
Herb Kelleher, Southwest Airlines, Retired-- liked by management, employees, labor unions, and the public. Simple approach and stick with it.
Fred Smith, Federal Express, invented an indispensible service.
David Needleman, Morris Air and JetBlue, did it twice.
Gordon Bethune, Continental Airlines
Al Ueltschi, FlightSafety International
Richard Santuilli, Netjets,,, invented fractionals