Spirit Airlines, like Ryanair and EasyJet in Europe, provides cheap flights that get you where you need to go (though sometimes not as comfortably as other airlines). The key? Serving a specific niche of travelers. Spirit specializes in travelers looking for low fares on short flights. People willing to pay for comfort are likely to avoid Spirit altogether. But if you’re looking for a low fare, you can count on them for great deals on short-haul international flights and domestic trips. They also don’t carry any excess weight beyond what's necessary—you won't see onboard video screens or seatback food service. Instead, they're focused on saving money by removing nonessential services so they can pass those savings onto consumers. So how do they do it? If you're Spirit management, there's one thing to remember: You have only one goal when competing on price: win, says Patrick Spence in his book How We Decide . Winning means beating all competitors by offering customers better value. While every airline wants to be known for customer service, keep your focus narrow instead: make sure your customers want your product or service above anything else out there; then work hard to make sure no one beats you at it.
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