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The Great Innovators

How FedEx and Fred Smith Made Information the Package

June 25, 2025 By Nagesh Belludi Leave a Comment

How FedEx and Fred Smith Made Information the Package Fred Smith, who died Sunday, leaves behind more than a logistics empire—he leaves a template for how information shapes the physical world.

Best known as the founder of Federal Express (now FedEx) and father of overnight delivery, Smith also introduced the hub-and-spoke model that transformed global shipping. But it was a lesser-known insight that arguably reshaped the industry most fundamentally: “The information about the package is as important as the package itself.”

First expressed in the late 1970s, the statement read as a logistics dictum, but it carried a deeper resonance. It anticipated the coming information age with uncanny precision. Smith understood that information wasn’t merely a descriptor of reality—it had become part of its very fabric and value. A package untethered from its data trail is functionally inert. In a networked world, context creates meaning.

This belief spurred a series of decisions that pushed Federal Express years ahead of its rivals. In 1979, the company launched COSMOS, an online system coordinating its fleet and tracking packages in real time. It replaced unreliable paper logs with digital accountability. By the mid-1980s, Federal Express couriers carried barcode scanners—the now-ubiquitous “SuperTrackers”—to register every movement of a parcel, transforming tracking from lagging paperwork into a continuous data stream.

In 1984, Federal Express went further still, placing desktop shipping terminals inside customer offices. Suddenly, businesses could print their own labels, manage logistics, and trace shipments independently. It was a radical gesture—handing control to the customer, powered by real-time data.

That philosophical shift—that information and object are inseparable—now underpins global commerce. The certainty we take for granted when watching a parcel move across the map began as a radical notion from an ex-Marine with a vision. Smith didn’t just move goods faster—he made them visible, knowable, and dependable.

Competitors lagged. UPS caught up only in the mid-1990s. The U.S. Postal Service didn’t seriously modernize until the e-commerce wave forced its hand. International carriers followed Federal Express’s lead throughout the 1990s and 2000s.

Fred Smith’s real triumph wasn’t speed. It was trust. Federal Express didn’t just deliver packages—it delivered certainty. And by giving customers visibility and control, he tapped into something more durable than speed. Trust, once earned, is one of the most scalable assets in business.

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Filed Under: Business Stories, Great Personalities, The Great Innovators Tagged With: Customer Service, Entrepreneurs, Icons, Innovation, Leadership Lessons, Marketing, Parables, Problem Solving

FedEx’s ZapMail: A Bold Bet on the Future That Changed Too Fast

June 24, 2025 By Nagesh Belludi Leave a Comment

The Federal Express ZapMail Service: Innovation is always a wager against the unknown Fred Smith, the visionary founder of Federal Express (now FedEx,) passed away this past Sunday. His legacy was forged in audacity—first with a Yale term paper proposing overnight delivery, then with a weekend at the Las Vegas blackjack tables that kept his faltering company alive. He didn’t just dream big—he bet on it.

In 1984, he placed one of his boldest wagers yet: ZapMail. Years before email and office fax machines became commonplace, ZapMail offered near-instant document delivery—up to five pages, in under two hours, for $35. It was a pioneering attempt to leap beyond physical logistics into the realm of electronic communication, powered by Federal Express’s own couriers, custom-built fax machines, and a private digital network.

For individuals or companies with low volumes, the process was hands-on. A Federal Express courier would collect the document and deliver it to a local depot. From there, it was transmitted over the company’s proprietary network to another depot near the recipient, where a second courier printed, packaged, and hand-delivered it. For higher-volume clients, Federal Express streamlined the process by installing a “Zapmailer” fax machine directly on the customer’s premises, enabling direct electronic transmission to other ZapMail-equipped locations.

But ZapMail collapsed under the weight of rapid change. Fax machines soon became affordable, allowing businesses to bypass Federal Express and send documents themselves. The middleman role—and its premium fee—no longer made sense. Add privacy concerns about documents being handled by third parties, and ZapMail’s fate was sealed. The service shut down just two years later.

It’s a powerful reminder that innovation is always a wager against the unknown. Even in failure, ZapMail embodied the spirit that defined Fred Smith. He glimpsed tomorrow’s possibilities and pursued them with conviction. Innovation demands nerve—and Smith had it in spades.

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  2. How FedEx and Fred Smith Made Information the Package
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Filed Under: Business Stories, Great Personalities, Leadership, The Great Innovators Tagged With: Creativity, Decision-Making, Entrepreneurs, Icons, Innovation, Leadership, Leadership Lessons, Parables

Van Gogh Didn’t Just Copy—He Reinvented

May 30, 2025 By Nagesh Belludi Leave a Comment

Vincent van Gogh Transformed Influences Into a Bold, Unmistakable Artistic Vision Vincent van Gogh’s journey as a largely self-taught artist shows the true power of absorbing influences to create something original. He studied Impressionist light and brushwork from Monet, the structured still lifes of Cézanne, and the bold, vibrant colors of Gauguin. He even drew inspiration from the flat, graphic beauty of Japanese printmakers. But Van Gogh didn’t simply copy. He blended, adapted, and refined these influences until his style became unmistakably his own.

This echoes the sentiment of a line widely attributed to Picasso: “Good artists copy, great artists steal.” True innovation isn’t about duplication. It’s about deep study, bold experimentation, and personal transformation. Van Gogh internalized what he learned, reshaped it through his own vision, and evolved it into a raw, expressive language unique to him.

Idea for Impact: Study. Imitate. Adapt. Create. Learn from masters in any craft. Absorb their techniques through practice. Keep what resonates. Discard what doesn’t. Let influence fuel originality.

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Filed Under: Mental Models, Sharpening Your Skills, The Great Innovators Tagged With: Artists, Creativity, Critical Thinking, Entrepreneurs, Icons, Innovation, Luck, Parables, Thinking Tools, Thought Process

Question the Now, Imagine the Next

May 22, 2025 By Nagesh Belludi Leave a Comment

Critical and Creative Minds: Question the Now, Imagine the Next The critical mind questions the world as it is. The creative mind dares to envision what it could become.

The critical mind measures the real against the ideal. The creative mind brings the ideal to life, defying the limits of the possible.

The critical mind uncovers flaws and probes deeper. The creative mind hunts for solutions, testing uncharted paths.

The critical mind sees the parts as transient and malleable. The creative mind sees the whole as boundless, full of untapped potential.

The critical mind confronts authority and conformity. The creative mind builds new worlds that liberate and expand.

The critical mind shatters the old and the stagnant. The creative mind breathes life into what was once rigid, shaping it into new forms.

The critical mind questions the very limits of human capacity. The creative mind shatters them, reaching for what seems unreachable.

The critical mind tears down what is worn and dull. The creative mind forges what is vibrant and alive.

Together, they can drive you forward—each unfinished without the other.

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Filed Under: Mental Models, Sharpening Your Skills, The Great Innovators Tagged With: Biases, Creativity, Critical Thinking, Decision-Making, Discipline, Innovation, Problem Solving, Thinking Tools, Thought Process

Airline Safety Videos: From Dull Briefings to Dynamic Ad Platforms

May 1, 2025 By Nagesh Belludi Leave a Comment

Air India's 'Safety Mudras' Video: Blend Of Safety And Cultural Heritage

On every flight, as the safety video or briefing commences, most passengers treat it as mere background noise, having seen it countless times. Yet, flight attendants deliver these life-saving instructions with the consistency and enthusiasm of Broadway performers. What began decades ago as a simple aviation mandate has lately transformed into a creative explosion.

For most people, time feels elastic—stretching painfully in moments of boredom and discomfort, yet slipping away too fast in joy or deep focus. We crave engagement. A well-known Harvard experiment demonstrated just how powerful this need is: when faced with an empty room and nothing to occupy them, most participants chose to administer painful electric shocks to themselves rather than endure the silence. This seemingly irrational response underscores a deep truth—humans will go to great lengths to avoid boredom, even if it means experiencing discomfort. When our attention isn’t engaged, even irritation feels preferable. This insight carries significant implications for how brands captivate audiences and sustain their focus.

Airline safety videos serve as a compelling illustration of this phenomenon. Initially, these videos were little more than regulatory formalities—a necessary briefing mandated by aviation authorities. In the 1980s, airlines presented these messages in a standard, unremarkable manner. Although the absence of strict presentation guidelines allowed for some creativity, airlines largely adhered to the conventional script, resulting in minimal innovation for many years.

Then, in 2007, Richard Branson’s Virgin America took a bold step by transforming the routine safety video into an unexpected and entertaining experience through the use of cartoons and humor. This creative risk not only reinforced the airline’s unconventional brand identity but also captivated a captive audience. Soon after, other airlines began to adopt similar approaches, initiating what could be described as a “novelty arms race.” By 2009, Air New Zealand further pushed the boundaries with its “Bare Essentials of Safety” video, featuring flight attendants adorned with body paint that cleverly integrated safety instructions with the brand’s identity. Delta’s “Deltalina” video, famous for a finger-wagging anti-smoking gesture, ironically let humor overshadow the actual safety spiel.

Delta's Iconic Flight Attendant Deltalina, Famous For Finger Wagging In Viral Safety Video In the subsequent years, confronted with a surplus of repetitive safety instructions, airlines sought increasingly innovative methods to engage passengers. This evolution extended beyond mere creative makeovers. By 2020, airlines began to view their safety videos as valuable advertising platforms for cross-promotional opportunities. For instance, United Airlines introduced a Spider-Man-themed safety video that incorporated iconic superhero imagery into its life-saving instructions. Air India’s latest, “Safety Mudrās,” beautifully blends essential safety instructions with India’s rich cultural heritage, using classical and folk dance forms to create a mesmerizing visual experience.

As airlines increasingly personalize these presentations—sometimes even tailoring content based on seating class or passenger data—they are tapping into a lucrative market that merges engagement with data-driven advertising. One example of this shift is United Airlines’s launch of Kinective Media last year, a platform that utilizes travel behavior insights and personal data from its MileagePlus loyalty program to tailor personalized ads and content. Spearheading this initiative is MileagePlus CEO Richard Nunn, who was appointed in 2023—an especially notable choice given his expertise in advertising technology and digital media, rather than the airline or loyalty industries. Ultimately, the transformation of airline safety videos from tedious regulatory exercises to dynamic, branded content demonstrates how the human desire to escape boredom can drive innovation.

Idea for Impact: As brands continue to refine their engagement strategies, the distinction between the essential and the creative increasingly blurs.

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Filed Under: Business Stories, MBA in a Nutshell, Mental Models, The Great Innovators Tagged With: Aviation, Competition, Creativity, Customer Service, Innovation, Marketing, Parables, Persuasion, Psychology

What Taco Bell Can Teach You About Staying Relevant

April 24, 2025 By Nagesh Belludi Leave a Comment

What Taco Bell Can Teach You About Staying Relevant Taco Bell sparks fierce debates—critics love to challenge its ingredients and nutrition, yet somehow find themselves back in line, especially during the late-night cravings. The Taco Bell craving is real—a force so powerful it thrives even in the cutthroat fast food industry.

Its menu evolves faster than your metabolism can recover, fueling endless hype over limited-time items like Nacho Fries, Doritos Locos Tacos, or the latest over-the-top flavor concoction you won’t find anywhere else.

Taco Bell has turned reinvention into an art form, mastering unpredictability while keeping its target market hooked. From bold marketing campaigns to unforgettable slogans, it knows how to stay on top—though diners’ stomachs may occasionally question their choices.

Idea for Impact: Taco Bell thrives on constant reinvention—can you channel that same spark to reimagine your own life or business? The edge you seek might just come from embracing the art of staying fresh.

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  5. The Loss Aversion Mental Model: A Case Study on Why People Think Spirit is a Horrible Airline

Filed Under: Business Stories, Career Development, Mental Models, Sharpening Your Skills, The Great Innovators Tagged With: Creativity, Customer Service, Innovation, Marketing, Parables, Personal Growth, Persuasion, Winning on the Job

Mastery Reveals Through Precision: How a Young Michelangelo Won Lorenzo de’ Medici’s Patronage

February 17, 2025 By Nagesh Belludi Leave a Comment

Exceptional talent often reveals itself through meticulous attention to detail and extraordinary precision, as demonstrated by the following narrative.

Lorenzo de’ Medici (1449–92,) the Florentine ruler and Renaissance patron, enlisted sculptor Bertoldo di Giovanni to establish an academy in the Medici garden, home to a priceless collection of Greek and Roman antiquities accumulated over generations. Michelangelo Buonarroti, then about fourteen, spent hours exploring these treasures. Inspired by an ancient Roman mask of a faun—a mythical creature that is part human and part goat—he decided to try his hand at sculpting.

Mastery Revealed Through Precision: How a Yoing Michelangelo Won Lorenzo de' Medici's Patronage (Studio Galleria Romanelli) With no prior experience, Michelangelo set about chiseling his first sculpture—a marble rendition of the aged faun with its damaged nose and laughing mouth. Despite having never touched chisels or marble before, his attempt was nothing short of miraculous. He not only mimicked the ancient model but enhanced it, giving the faun a beastly grin with pearly teeth and an exposed tongue.

When Lorenzo came across Michelangelo’s work, he was deeply impressed by the young artist’s talent. However, true to his character, Lorenzo teased Michelangelo, saying, “Surely you should have known that old folks never have all their teeth, and that some are always missing.”

After Lorenzo left, Michelangelo deftly removed one of the faun’s teeth and smoothed the gap so skillfully that it looked as though the tooth had naturally fallen out. This impressive display of craftsmanship won Lorenzo over, and he began to patronize Michelangelo, treating him as one of his own children.

Reference: French essayist and historian Marcel Brion’s Michelangelo (2010; tr. James Whitall)

Wondering what to read next?

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  4. Don’t Be Deceived by Others’ Success
  5. Your Product May Be Excellent, But Is There A Market For It?

Filed Under: Business Stories, The Great Innovators Tagged With: Artists, Creativity, History, Icons, Mentoring, Parables, Perfectionism

Starbucks’ Oily Brew: Lessons on Innovation Missing the Mark

January 20, 2025 By Nagesh Belludi Leave a Comment

Starbucks Olive Oil-infused Coffee: Lessons on Innovation Missing the Mark Last quarter, Starbucks pulled the plug on its olive oil-infused Oleato coffee line as part of a broader push to streamline the menu and impro1ve store operational efficiency.

Oleato was among Starbucks’ boldest and riskiest experiments in recent years. It was the brainchild of founder and then-CEO Howard Schultz, an assertive visionary. During a visit to the olive groves of Sicily, Schultz was inspired by the Mediterranean tradition of consuming a daily spoonful of olive oil. He envisioned merging this health practice with Starbucks’ coffee expertise, creating a unique fusion of wellness and indulgence.

Debuting in Italy in February 2023, Oleato expanded globally, offering lattes and cold brews infused with extra virgin olive oil, marketed as luxurious, innovative, and health-conscious. While some customers liked the smooth, velvety texture, many found the flavor odd or the concept hard to swallow. Scaling the product and educating consumers proved challenging, leaving many unsure of its benefits beyond novelty.

Oleato’s flop revealed the risks of niche innovation. Starbucks thrives on pushing boundaries, but not all bold ideas hit the mark. Smart innovation requires knowing when to nurture an idea and when to cut losses. Schultz’s vision of Oleato kept Starbucks daring, but disciplined decision-making is key to ensuring innovation remains a strength, not a liability.

The Oleato dud highlights the perils of leadership driven by unchecked conviction. Schultz’s love affair with Italian espresso bars during a visit to Milan sparked the creation of Starbucks. However, visionary leaders like Schultz often turn bold ideas into untouchable pet projects. Even a passing thought can rapidly evolve into a sweeping directive, leaving little room for dissent. In such environments, feedback is stifled, and ideas can quickly take on a life of their own.

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  4. Restless Dissatisfaction = Purposeful Innovation
  5. Van Gogh Didn’t Just Copy—He Reinvented

Filed Under: Leading Teams, Mental Models, Project Management, The Great Innovators Tagged With: Creativity, Critical Thinking, Decision-Making, Entrepreneurs, Innovation, Leadership, Leadership Lessons, Parables, Persuasion, Starbucks

Restless Dissatisfaction = Purposeful Innovation

December 9, 2024 By Nagesh Belludi Leave a Comment

Restless Dissatisfaction = Purposeful Innovation Whenever someone uses that insidious phrase, “If it ain’t broke, don’t fix it,” I hear a message of complacency. By dint of whatever it is in fine working order, it must be fit for purpose!

With that kind of thinking, progress would come to a screeching halt. Apply this attitude to the horse and buggy, and you’d have killed off the gasoline-powered car before it even had a chance to hit the road.

Identifying such self-limited thinking can be a fruitful first step in creativity.

Idea for Impact: Never Stop Tweaking

The secret sauce for innovation is a healthy dose of being thoroughly annoyed with how things are now.

If there’s a way, there could indeed be a better way.

Every achievement should be a stepping-stone to a fresh challenge.

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Filed Under: Mental Models, Sharpening Your Skills, The Great Innovators Tagged With: Creativity, Critical Thinking, Innovation, Mental Models, Parables, Persuasion, Problem Solving, Thinking Tools

Lee Kuan Yew on the Traits of Good Political Leaders

November 14, 2024 By Nagesh Belludi Leave a Comment

'The Wit and Wisdom of Lee Kuan Yew' by Lee Kuan Yew (ISBN 9789814385282) Leaders are assessed through a nuanced blend of factors, primarily focusing on the long-term effects of their decisions. Their effectiveness is judged by the quality of their policy outcomes, the individuals they’ve mentored, and the culture they’ve cultivated. Naturally, these evaluations are subjective and can vary depending on personal perspectives, values, and historical contexts.

When Lee Kuan Yew began his eighth and final term as Singapore’s Prime Minister in 1988, he announced it would be his last, outlining his plans for the next two years before passing leadership to Goh Chok Tong. Lee also highlighted the significance of exit strategies and smooth transitions in evaluating political leaders. Watch a segment from his speech delivered on September 13, 1988.

Political leaders are judged first by how effectively they have exercised their authority in the interests of their people. Second, by the way in which they have provided for continuity so that a successor government will continue to protect and advance the interests of their people. Third, by the grace with which they leave office and hand over to their successors.

Lee Kuan Yew was a remarkable leader who, through visionary governance, turned Singapore from a struggling backwater into one of the world’s most affluent nations. Though he faced criticism for his strong-handed approach, his leadership will continue to be acclaimed for its vision, pragmatism, and enduring impact.

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Filed Under: Great Personalities, Leadership, Leadership Reading, The Great Innovators Tagged With: Humility, Integrity, Leadership, Leadership Lessons, Role Models, Wisdom

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About: Nagesh Belludi [hire] is a St. Petersburg, Florida-based freethinker, investor, and leadership coach. He specializes in helping executives and companies ensure that the overall quality of their decision-making benefits isn’t compromised by a lack of a big-picture understanding.

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