2. Three witty and telling quotations from Timmons, Kjos and Eisenhower give us useful insights with bearing on the art of business modelling:

To open a business is easy. To keep it open, is very difcult.

(Timmons, 1989)

Anyone can fy with low fares, the challenge is to fy with low costs.

(Bjørn Kjos, founder of Norwegian Air Shuttle)

Plans are nothing; planning is everything.

(Attributed to Dwight Eisenhower, 34th US president, from a speech given in November 1957)

What are the practical insights behind them? What are the authors’

messages here? Decipher them one at the time.