Hard Landing

Thomas Petzinger’s Hard Landing is a 1995 book about the corporate wars in the airline industry. It’s naturally dated, but that’s not something it can help. I view it as a very good book that could have been great. Why?

On the plus side, there’s lots of things even I didn’t know. Everything from FDR’s attempt to renationalize the air transport industry that served as a rare early bungle to how the Gulf War was truly what finished off Pan Am is there. This is a very detailed history.

On the minus side, it misses the forest for the trees too often. We get long, long descriptions of meetings and takeovers mixed with the occasional vignettes that aren’t really relevant. Yet it’s not good at articulating the basic problem with airlines, similar to sports betting of all things: It’s hard to truly differentiate the product, and costly sales wars are one of the few weapons marketers have.

But there’s a lot more good than bad here. It just hit a triple instead of an inside the park home run.