Turnaround Time: Uniting an Airline and Its Employees in the Friendly Skies

by Óscar Muñoz, Brian DeSplinter

Wall Street Journal Bestseller Go behind the scenes with the CEO who led United Airlines’ remarkable turnaround. Around the world and around the clock, the people of United Airlines are locked in a struggle against time to ensure your aircraft lands and takes off for another flight safely and efficiently. This “turnaround time” is the heartbeat of an industry in which the margin for error is nil and success is measured by fractions of a second. Turning around an aircraft and turning around an airline are very different challenges in most respects, except it takes a united team to perform it well. In 2015, when Oscar Munoz took the helm of this iconic brand, its culture was anything but united and its reputation was in free fall. A merger with its onetime rival Continental had stalled, operational and financial performance was badly trailing those of its competitors, and the bonds of trust with shareholders, customers, and employees had reached a breaking point. Setting out an ambitious plan to rejuvenate the company, Oscar learned that there was nothing wrong at United that couldn’t be fixed by championing what was right—the employees themselves. Meanwhile, only a month into the job, Oscar suffered a near-fatal heart attack that set in motion a race against the clock to find a heart transplant to save his life, even as he fought to salvage his vision for United’s revival. The health emergency might have been the end of the story—until employees and union leaders rallied around Oscar, inspiring him to pull through, something he did within weeks following a successful procedure. Oscar and the people he led, both with new leases on life, would go on to weather more turbulence, overcoming battles with investors and navigating several PR crises—including a global pandemic—to deliver top-tier operational performance, strong returns to shareholders, and ascending levels of customer satisfaction. By the end of his tenure, the people of United were finally flying together as one team, defying pessimism from industry insiders and rekindling optimism from employees and the customers they served. With candor, humor, and heartfelt wisdom, Oscar reveals how he rose from humble immigrant origins to lead United Airlines through one of modern business’s greatest corporate turnarounds. He offers soulful, much-needed leadership lessons for today’s listening with empathy, standing up for employees, building durable cultures that are profitable because they’re principled, and advancing a vision for a genuinely inclusive economy for the future.

Genres: Business, Nonfiction, Aviation, Leadership, Biography Memoir

240 pages, Hardcover

Published May 2, 2023

Reviews

[Ronald J. · Rating 4 out of 5]

I saw Oscar discuss this book on ESPN, and was impressed enough to want to read it. As a United 1.5 million-mile flyer, I have more than passing interest in this airline. I wasn’t very aware that they were in need of a turnaround—they have taken exceptional care of me over the years. Though I did and do hate flying United Express, and he discusses how they changed this in the book. But the numbers tell a different story. And Oscar was brought in after a scandal involving the prior CEO and other C-suite executives (and at the urging of Walter Isaacson, the fame author, who sits on the board of United). He was COO of CSX railroad, and had corporate experience before that. Born in Mexico, immigrated to United States (and now a naturalized US citizen) and raised by his grandmother, it’s a great immigrant story. He became United’s CEO in 2015 and left in May of 2021. He had served on United’s board since it merged with Continental in 2010 and served for many years on Continental’s board before that. He began as CEO on a listening tour, gaining insights of problems from the front lines, with one flight attendant telling him, “Oscar, I’m just tired of always having to say, ‘I’m sorry.’” After 37 days as CEO, he had a heart attack, was in coma for a couple of weeks, needed a heart transplant, and lived to write about it in this book. If he was going to win back customers, he needed to win back employees first. This is the story of how he did it. And as he says, employee morale doesn’t fit into a spreadsheet. He was able to get the support of each union behind his turnaround strategy, no easy feat. He hired Scott Kirby from American Airlines, who became his successor. He tells the story and lessons learned when airport police pulled Dr. David Dao off of a United flight, which went viral around the world.

I enjoyed the discussion of “above the wing” and “below the wing” operations of an airline; Network Operations Center (NOC) housed on the 27th floor of Chicago’s Willis Tower. I wasn’t aware that United and Continental employees could not fly “common metal,” that is, fly in the same planes, due to union rules. This was insane, and caused all sorts of cultural issues. Some areas of disagreement: his zealousness to go green by 2050 beyond just normal cost savings; his views on DEI are highly debatable. But his enthusiasm for new technology, such as Archer’s eVTOL (electric vertical takeoff and landing) to airports and supersonic flight—United’s commitment to purchase Boom jets if and when they become available—are laudable. He writes electric flight is coming with aircraft like Midnight; I’ll believe when I see it (the physics challenges are a major hurdle). He points out that it’s been a half-century since the world was introduced to a truly revolutionary aircraft. It takes longer to fly the same number of miles today than it did in the 1990s, due mostly to antiquated air traffic control systems—Ferraris forced to drive on gravel roads.

I certainly agree with this: “We must manage our business to meet the demands of every stakeholder, sure, but it is a straight-forward fact that investors hold an ownership stake in the company. It is our job to generate value for them and increase the value of the company. Especially difficult when you consider that 1% of passengers provide the profit on every flight, so if there’s extra capacity it erodes the margins. United has risen that as high as 10% to 15% of passengers who represent profit. Oscar switched from managing to revenue to managing to margin. He recounts the Covid lockdown years, where demand dropped 93% and how all airline CEOs worked together to secure government bailouts of $25 billion.

All in all, this book reminded me of Gordon Bethune’s, From Worst to First, his story of turning around Continental airlines. Many of the same lessons apply. Oscar’s book is a great inside look at the complexities of one of the most fascinating businesses on the planet. I really liked this:

"Though I am not avowedly religious, I confess there were private moments when I fell to my knees in prayer or contemplation, to borrow Lincoln’s phrase, simply because I had nowhere else to go." Amen Oscar, and well done.

[Simonas · Rating 3 out of 5]

Saldumas 3000. Ne tiek daug kaip realiai darė turnaroundą, kiek didžioji dalis knygos orientuota į patį save ir asmeninę istoriją (aišku, naujas airline CEO su širdies transplantu pirmą darbo pusmetį yra įdomu). Daug amerikietiškų pasigyrimų ir komandos šlovinimų - o taip norėjosi daugiau įžvalgų ir veiksmo apie patį įmonės kultūros keitimą. Finale negaliu sakyt, kad neįdomu, nes visgi airline CEO rašo, bet pernelyg saldžiai ir paviršutiniškai. Jūs tai neskaitykit.

[Valay S · Rating 3 out of 5]

Munoz, not Muñoz, narrates his turnaround story at United. The narrative feels disjointed at times. Readers interested in books on leadership and change management may want to take a look. Others may wish to pass.

[Michael Espinoza · Rating 5 out of 5]

I enjoyed Oscar weaving his personal narrative oh heart transplant with the narrative of the company. United is one of my preferred airlines and so it was nice to hear how he changed the culture by working with team members across the organization. Enjoyable quick read if you are into the business of airlines!

[John hopper · Rating 3 out of 5]

It’s more about him, then him turning United. I thought it was going to be more strategic in terms of business but it’s more of a personal journey entered. Good book otherwise

[Chad Manske · Rating 4 out of 5]

Great book by former United Airlines' board member, President of CSX Railroad and CEO of United Airlines, Oscar Munoz. A captivating and thought-provoking memoir that takes readers on a remarkable journey through the world of business leadership and personal transformation. Munoz provides a candid and introspective account of his tenure at the helm of one of the largest airlines in the world. The book begins with Munoz's appointment as CEO and the significant challenges he faced, including labor disputes, operational inefficiencies, and a tarnished public image. Munoz's ability to navigate these obstacles with resilience and determination forms the core of his narrative. Through his engaging storytelling, he offers valuable insights into the complexities of the aviation industry and the art of leadership. What sets "Turnaround Time" apart is Munoz's vulnerability and honesty. He opens up about his personal struggles, including a life-threatening heart transplant that forced him to confront his mortality and reevaluate his priorities. This pivotal event serves as a catalyst for Munoz's transformation as a leader and a human being, and he shares his newfound perspective on life and business with remarkable clarity. Munoz effortlessly weaves together personal anecdotes, industry insights, and practical leadership advice, creating a cohesive narrative that keeps readers engaged from start to finish. Whether he is discussing the importance of cultivating a strong company culture or the need for empathy in leadership, Munoz's wisdom shines through. Moreover, "Turnaround Time" serves as an inspiration to aspiring leaders, offering valuable lessons on resilience, adaptability, and the power of human connection. Munoz's journey from a struggling company to a successful turnaround story is a testament to the transformative potential of effective leadership. "Turnaround Time" is an exceptional memoir that transcends the boundaries of business literature. Oscar Munoz's storytelling prowess and candid reflections make this book a must-read for anyone interested in leadership, personal growth, and the complexities of the corporate world. Munoz's journey is a testament to the power of perseverance and the profound impact one individual can have on an entire organization.

[Roberta Westwood · Rating 4 out of 5]

Fly United

An interesting business story that went beyond business. Oscar was a great, down to earth leader, in one of the toughest industries. He stayed and did all that despite having a heart attack just after he started. Oh, and when your HR department bugs you to sign up for your benefits when you start your next job, get it done. He hadn’t gotten around to it. Not much was said about how that was worked out, but it was memorable to me. A good listen.

[Samantha · Rating 5 out of 5]

I really enjoyed reading Oscar’s memoir and learned about his tenure at United. In some ways, I wish this was more of a true and full memoir (perhaps with more chapters on some of his pre-United gigs, etc.), as that is what I typically look for in memoir/autobiographical books. I also think more time spent on the pandemic would have been interesting, as that was one of the most interesting chapters. That said, it was very enlightening to get his perspective and loved the read!

[Tim Dugan · Rating 4 out of 5]

not bad.

had a lot of interesting elements

how an immigrant made it big
how someone survived a bad heart attack/transplant
how United Airlines works
how it wasn't working, minor stuff about Continental Airlines
other airline details related to my work (he mentioned revenue management once)

[Katie · Rating 1 out of 5]

I really wanted to like this book because I’ve met the author and he’s a neat guy, but I only got about halfway through it. I felt like the writing was all over the place and jumped around to different dates that was very confusing. And it had a rambly aspect to it that made it hard to read. Nevertheless a cool guy and a great CEO! Just not a great writer. Can’t be good at everything ;)

[Michael · Rating 4 out of 5]

While not brimming with all the palace intrigue that surrounded the transformation of United Airlines, Oscar Munoz’s “Turnaround Time” is his heartfelt (forgive the pun) look at some of the critical moments of that time. It is a happy read, if a business book can be called that.

[Roberto Held · Rating 3 out of 5]

It’s more about a personal journey during his tenure as CEO of United. I was expecting more details about the turnaround process at UA, but one thing is for sure: Employees at the heart of the strategy.

[Sam Kimura · Rating 4 out of 5]

I really enjoyed this memoir. As a self proclaimed aviation nerd, I loved listening to the ins and outs of how an airline is managed. Oscar's management style is truly admirable and I took away a lot from his experiences. Highly recommend!

[Michael Koenigs · Rating 5 out of 5]

Fascinating look at the world under the wing!

[Vyku · Rating 5 out of 5]

Loved the book. Oscar’s story was an inspiration for many growing leaders. He faced lots of hurdles in his personal and professional life but overcame them sticking with the basics.

[Nate Bleadorn · Rating 5 out of 5]

Loved this book and the stories for family, finance, health issues, and building teams.

I hope I can come back to this again and pull new takeaways.

[Diego Bertagni · Rating 5 out of 5]

Succint

Easy to read, not a biography but more of a case study about how an employee first focus can actually pay off.

[Dee Paisley · Rating 4 out of 5]

Audible consumption over several long drives and excellent discussions with my United employee spouse.

[Catherine · Rating 5 out of 5]

Biased but I loved it :)

[I R · Rating 5 out of 5]

Really enjoyed.

[Chandler Elmore · Rating 3 out of 5]

A typical CEO recollection that is part self congratulatory recollection and part inspirational.

[Rajaraman Narayanaswamy · Rating 4 out of 5]

It was a very interesting read. The real surprise (pleasant) was the great vocabulary used by the author(s) throughout the book. Enjoyed that part as well.

[Joe · Rating 5 out of 5]

very insightful about airline business

As an aviation writer, I appreciate Oscar sharing behind the scenes at United Airlines. Good stuff about their focus on people for their turnaround and about new tech also. Hope Oscar is still on the mend from heart trouble, reads like a good guy,

[Ashutosh · Rating 5 out of 5]

An amazing story of the turnaround of United recounted in a heartfelt manner. Could relate to the experience at United through my travels and appreciated the candor in Oscar's re telling of the story

[Merrick · Rating 4 out of 5]

An outstanding memoir by the former CEO who turned United Airlines around, after years of mismanagement and poor customer service. Also a book about leadership, and truly listening to employee concerns.