Situational Background

Nguyễn Thị Phương Thảo, VietJet founder and leader, exemplifies courageous discipline, customer affordability, and pragmatic expansion. She sets clear standards, keeps costs legible, and communicates with composed confidence. Thảo pairs ambition with meticulous execution and respect for safety and dignity. Distinctive for resilience and accessible service, she shows how focus, thrift, and steady follow-through travel across industries.

Practical Leadership Principles

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1) Courage with control.

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Bold moves, tight guardrails.

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Behaviours to model:

• State non-negotiables (safety, quality, fairness).
• Predeclare thresholds for expansion or pause.
• Review risks at the same cadence as growth.

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2) Affordability as respect.

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Value people can feel.

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Behaviours to model:

• Track total customer cost, not just price.
• Simplify offers; avoid hidden fees.
• Share savings stories with customers and staff.

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3) Composed communication.

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Confidence without noise.

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Behaviours to model:

• Use plain, steady updates—especially in turbulence.
• Explain trade-offs before outcomes.
• Keep promises small and kept.

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Call to action

Publish one non-negotiable, one affordabilityimprovement, and one risk you’ll monitor publicly this month.

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