Transcription
When Virgin launched Virgin Atlantic, the airline, they did something comparatively trivial, even borderline silly, which is because they had seatback televisions, even in economy. They emphasized the fact that you got a film by handing out free chalk ices midfilm.
Just to explain, back then the chalk ice had an association with cinema going in the UK, equivalent to the association with popcorn consumption and cinema going in the United States. What was fascinating about the chalk ice is everybody talked about almost nothing else.
Consumers basically ignore 99% of the complexity that leads to a successful flight. What they're interested in is whether you get a chalk ice. British Airways could have done it economically. British Airways could have done it logistically. Culturally, can you actually imagine?
One way you can actually escape competition is by doing something that your competitors could do physically, but they're culturally incapable of doing.