"In rising to all these challenges [that is the competition's], then what are the buttons and controls that Williams can push and pull in the BA cockpit? His first answer seems almost startlingly laid back. 'I spend a lot of my time reading what the customers are telling me and I spend a lot of my time out in the business finding out what the business is telling me.' Clearly, then, he is not one for imposing his own ideas. 'The internal culture and the external culture of the company need to meet around good customer service', he adds, noting that his customers might write to him about almost anything, 'the lounges, the food, the luggage, anything. We learn from that'. At least, unlike the storms that pilots always try to avoid, Williams and the rest of the BA management can try to actually do something about any turbulence that customers highlight. 'I resurrected BA's motto: to fly, to serve. To me, that summed up what we are about. Everything should be aimed towards the customer'."