Rethinking at Eclipse eBooks
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 Rethinking at Eclipse
By: Ric Merrifield

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Read the following excerpt from Rethink, Chapter 9: Rethinking at Eclipse.

 

Back in the 1970S, people laughed when PC pioneers predicted that a computer would soon adorn every desk in America. Vern Raburn had the last laugh. As Microsoft’s vice president in charge of application soft ware, Raburn helped make that prophecy come true.

 

Three decades later, Raburn found another career, general aviation, and this time he combined predicting with rethinking. Anticipating that private aviation was ripe for revolution, he theorized that his own new six-seat, twin-engine Very Light Jet (VLJ) could be perfectly positioned to take advantage of the new trend. That’s because his aircraft would cost half as much to buy and operate as any of its private-jet rivals. To tip the scales in his direction, Raburn assembled an impressive collection of manufacturing “whats” while discarding some not-so-golden oldies, and he reimagined many of the “hows.” As it turned out, Raburn stumbled when it came to the hard business of execution, but his clear vision and his decision to rethink provides a worthwhile lesson for businesses everywhere.

 

Raburn’s first epiphany was borrowed from Silicon Valley. “Historically in aviation,” he explains, “the term ‘value proposition’ meant that a better plane justified a higher price. In the business I come from, it’s the other way around. You make the product better, and you charge less.” Raburn helped do that for computers, and it’s what his Eclipse Aviation Corporation set out to do for aircraft.

Rethinking at Eclipse

Ric Merrifield

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