Invest in People - Not Just their Book of Business
In aviation — and honestly in most industries — hiring too often starts with the same question:
“What size book of business do you have?”
I understand the logic. A book of business represents revenue. It feels like a shortcut to ROI on a salary investment. But here’s the problem:
When companies only hire for a book of business, they often miss out on the people who would actually transform their culture, their client experience, and their long-term growth.
I’ve met people in this industry with a $7M+ book of business who were miserable to work with — uncooperative, entitled, unwilling to collaborate, and totally misaligned with the values of the organization. Yes, they produced revenue… but at what cost? Toxic hires can damage morale, drive away top performers, and erode culture faster than any missed sales target.
On the flip side, some people enter with a small book of business and years of experience — yet they’re complacent. They wait for leads instead of hunting. They don’t understand hospitality. They’re “order takers,” not relationship builders. They don't grow, and they don’t elevate anyone around them.
And then there’s the most overlooked group of all:
The driven, hungry, high-character people who want to break into aviation… but never get the chance because they lack prior experience.
They get passed over again and again — not because they lack potential, but because no one is willing to take a chance.
Entrepreneurs understand something most hiring managers forget: every great outcome starts with a risk.
The first business I ever built? I had never run a company before. I had no playbook. I just saw a gap, jumped in, and figured it out. Sometimes I failed. Sometimes I succeeded. But the learning never stopped.
And that mindset is exactly why I hire differently.
Last year, I hired a charter broker who had zero aviation experience.
What she did have:
a remarkable attitude
a service-driven mindset
values that aligned with our culture
hunger, humility, curiosity, and work ethic
So I took the risk.
She didn’t just do well — she outsold people who have been in aviation for over three years and who came in with a book of business. She built trust with clients. She delivered service that people remembered. She cared.
What did it take? Investment. Time. Training. Support. Belief.
And it paid off — for her, for our clients, and for the company.
Books of business don’t build companies. People do.
Skills can be taught. Systems can be learned. Industry knowledge can be acquired.
But you can’t teach:
integrity
humility
curiosity
resilience
ownership
compassion
Those qualities either exist within someone or they don’t — and they’re the qualities that create rockstars.
If you want a strong culture, loyal clients, and long-term growth, stop treating hiring like a transaction and start treating it like an investment.
Invest in your people. They’ll build the business.
