1. What problems do you think might be associated with bringing customers together in the way that Boeing did? Arguably the most innovative new passenger aircraft to enter service over the last few years was the Boeing 777, a new twin-engined aircraft, in the 300-plus seats category, to compete with established models from McDonnell and Airbus. The existence of established competitor products is important. When Boeing developed the 747 ‘Jumbo’ jet aircraft, it had no direct competitors. The company’s customers either wanted the product or they didn’t. Not so for the 777; Boeing knew that it must consider its customers’ requirements. The company had to take a new course – to understand its customers’ needs and then to incorporate that knowledge into an aircraft that could best meet those needs.