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JANUARY 25, 2022|TRAVEL & TOURISM


The Stupidly Predictable Problem of Ghost Flights


An empty airliner cabin on a ghost flight

A ghost flight is a flight that has so few passengers that it should be cancelled, but an airline flies it anyway ... usually because they are compelled by government regulations to fly that route a minimum number of times in order to keep it. Despite environmentalists efforts to try and change the regulations, they are still in place - which led to one passengers' dream flight where he was the only one on board a transatlantic British Airways flight from London to Orlando.

Reading this story, it struck me that the idea of a "ghost flight" is a good analogy for the things that all of us might do unnecessarily in our own lives. Taking inspiration from those wasteful flights, how could you identify similar moments in your own life or work and then eliminate them? After all, unlike the airlines' situation, there is no rule forcing you to keep wasting your time and money.

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A Short Backstory Of This Blog

This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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