Wichita Eagle; People You Should Know
© Wichita Eagle 2016
Lessons Learned From a Leader
FlightSafety International CEO Bruce Whitman didn’t give a long speech. He kept his keynote to the April gathering of the Wichita Aero Club short, heartfelt and real. The venerable company
celebrated its 65th anniversary in March, so naturally he talked about that history, especially the start-up years and his role at the side of late founder Al Ueltschi. How they kept in the black at first by Ueltschi not taking a salary. How they financed their first simulator, for the Gulfstream I, by having customers pay for blocks of time in advance. How he had to convince the nascent business aviation industry of the importance of professional training.
Power to Your People
Whitman broadened his message from building one’s business to strengthening one’s team. A favorite activity of his: “I like to recognize and promote.” Which was not surprising to hear coming from a person who’s legendary in the industry for his ability to single out individuals, remember their names and make them feel special. Quite a good trait for a CEO whose worldwide network of Learning Centers has 1,800 instructors.
Whitman told about his decision at age 16 to never again work at a job or for a company that didn’t fully engage him. He wanted to live a life of purpose, one that required all he had to give. “I hope you all do what you like with people you like,” he said. Then he assured the crowd that he certainly does. And has for the 55 years he’s been with FlightSafety, 13 of which as its chief executive.
Bottom Line, It’s About More Than the Bottom Line
This accomplished businessman, pilot and patriot also urged us to broaden our outlook, to give back and to help others. “Find a cause you feel passionate about.” Whitman has a long list of nonprofits he supports, but two receive extra consideration: the Congressional Medal of Honor and Orbis International.
All the organizations, foundations, advisory councils, boards and committees that Whitman serves made Wichita Aero Club President Dave Franson say, “I’ve come to the conclusion that Bruce Whitman is really two people.” We have been thinking the same thing. Except wonder whether there might actually be three.
Featured at top: FlightSafety International CEO and President Bruce Whitman addressing the Wichita Aero Club meeting on April 13. Photo credit: Visual Media Group, photographer Brett Schauf. This column ran in the April 20 issue of BlueSky Business Aviation News.
Joshua Wood Joins Greteman Group as Senior Writer/Editor
Joshua Wood has joined Greteman Group, a Wichita-based marketing agency, as senior writer/editor. He comes to the agency after nearly 20 years as a journalist at The Wichita Eagle.
Prior to joining the agency, he wrote and edited stories throughout the paper and its website. Beginning in the sports department, Wood moved to the news section, with an emphasis in online production and social media.
“Compelling content marketing relies on storytelling no matter the platform – digital, print, broadcast, environmental – and Josh is a master,” says Sonia Greteman, agency president and creative director. “He cuts through and connects – whether that’s motivating someone to learn more or spring to action.”
He helped the paper transition to a digital-first newsroom, pivoting writing, editing and production schedules to better serve readers’ needs throughout the day and night. He contributed to award-winning packages based on extensive research, insightful writing, compelling presentations and optimized multimedia.
Some areas of concentrated coverage included: real-time reports from damaging storms and tornadoes; politics and government, including state, local and national elections; crime and courts, with interactive databases; and high school and collegiate sports, focusing on championship seasons by the Wichita State Shockers, Kansas Jayhawks and Kansas State Wildcats.
Wood brings a reporter’s tenacity to dive into deep research to find out what makes a client unique. He wants to tell the story of the brand, delivering facts and information in the most compelling fashion. And he does that quickly, hitting deadlines with a sense of urgency.
A native of Michigan, Wood has become immersed in Wichita’s rich aviation history and business environment.
“It’s an honor to join a group of professionals so dedicated to serving their clients and to have an opportunity to build upon the tremendous legacy of aviation work the agency has delivered,” Wood says.
COVERAGE: Bulldog Reporter 4.14.16 Wichita Eagle 4.20.16
Gaining Altitude with Attitude in the Air Capital
I have a new appreciation for anniversaries. When you first start a business, you think once you get through that first six months. That first year. When you pay back your start-up loan. When, when, when. What you don’t realize is that throughout your business life, the bar keeps rising. New challenges appear. New realities. And that’s what makes business so darn great.
At 27-years strong this April Fool’s Day, our agency is right behind the WBJ’s impressive three decades. I’ve learned some lessons along the way. Here are a few.
Clothe Yourself in Fuchsia
Early in my career, I worked at Boeing Wichita as my father had before me. The job offered good pay and benefits. The other 25,000-plus workers seemed glad to be there. Yet, it was not right for me. I would show up to work in huge African turbans and outrageous punk-rock costumes. I can’t believe I did that and my bosses let me get away with it. When I turned in my resignation, a colleague gave me the best compliment I’d ever received, saying I was “fuchsia silk in a gray-flannel world.”
Keep Your Eye On the Prize
People are always surprised to learn that I’m a businessperson first and a creative director second. I watch the bottom line and emphasize results. Good creative captures attention and evokes emotion for a purpose. Think conversion. Moving people to action. To download information. Ask a question. Buy a product. Become a brand advocate.
Believe In Your Value
I learned early on to make it easy for clients to do business with us, to present concepts quickly to busy people, and to bill to estimate so there were no unhappy surprises. I have always believed our work had value so I was bold about charging going rate. Because if the dollars don’t work, neither do you. When dealing with numbers, clothes and cars, black has always appealed to me more than red.
Your Tools Will Change
In the early ’90s, we designed one of the region’s first websites. We developed it for ourselves because we couldn’t yet convince a client of the World Wide Web’s merits. It only had a few pages. There was little text. The navigation was so subtle finding your way around became a game. It had no SEO because Google didn’t exist. Nor did Facebook, Twitter, LinkedIn or YouTube. You accessed the site through dial-up modems worse than old phone party lines. We persevered and evolved.
Surround Yourself With Greatness
Those first years in business passed in a business-generating, round-the-clock, always-thinking blur. I think back on the pace we set and wonder how we did it. Dashing around the office (and the world), hair aflame, obsessing over big ideas and small details. Our tight group developed a reputation for delivering top-flight creative, on time and on budget. We’re calmer now – thanks to noontime aerobics and after-hours yoga – but the passion remains.
Celebrate Your Wins
In a day where the lifespan of a business seems to be measured in dog years, I take great pride in each and every anniversary. The journey never ends. But what a ride.
This column ran in the Wichita Business Journal’s 30th Anniversary issue on April 1, 2016.