Michael O'Leary (Ryanair): A life in full flight

I have recently just finished reading the book: Michael O'Leary: A Life in Full Flight (The story of the man who made Ryanair take off) by Alan Ruddock.

I have listed it on the blog under the section "Books I Recommend". Why?


I enjoyed this book, although (as others who have reviewed the book will confirm), this book is not really about Michael O'Leary and gives very little information and understanding of the man himself. There are no real insights as he would not cooperate with the book and so all interviews and observations are based on interviews in the public domain.

So, it is really about Ryanair and I think the book would be better being called about Ryanair. But saying that it is a great read and tells the history of the business and how it went from a complete financial and business model mess into the amazing business it is today. It tells how the focus and drive of Michael O'Leary was so key and how he used so cleverly PR and pressure to carve it out. Well worth a read. I have read other books such as the book about GO which was also interesting, but this book was even better.

I learnt from this book how Michael O'Leary made a success by absolutely and clearly understanding what the business model was and ruthlessly sticking to it. They offer low to almost no cost fares and make money from then selling other products and services. He refuses to ever bend on refunds even when there is a sob story that runs well in the media, charges for everything and if passengers are stranded in a remote airport due to delays they shrug and say "we cannot help" (as you paid bugger almost nothing to get here safely and we have done that).

It reminded me of one of the points that David Magliano made on the Marketing Forum 2007 about the importance of understanding and sticking to your business model.

Any thoughts?

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