Go: An Airline Adventure

By Barbara Cassani and Kenny Kemp

The remarkable story behind the life of GO, the no-frills airline, by the businesswoman who created the company. Brilliantly readable, this is the definitive telling of the business story of the decade. An aspirational story of a businesswoman's success and one of the best insider start up books in the business.

Barbara Cassani set up the no-frills airline Go for British Airways. She was a rare breed - a female airline chief executive who believed in doing things differently. Her European low-cost operation was launched in May 1998 with #25 million backing and within three years she took it into profit. Riding high, she led a management buy-out from BA, supported by the venture capitalist outfit 3i. They paid #110 million for the airline. Yet, less than a year later the venture capital group - battered by a falling stock market - had a chance to cash in their chips. Go was sold to arch-rival easyJet for an astonishing #374 million.

At a time when the airline industry is in flux, this fast-paced read gives an insight into how to create a successful company with limited resources in such a short space of time. The Go story is filled with real characters overcoming the odds to achieve great things and shows the remarkable vision and talent of Barbara Cassani.