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  • Flying for Peanuts: Tough Deals, Steep Bargains, and Revolution in the Skies

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Flying for Peanuts: Tough Deals, Steep Bargains, and Revolution in the Skies

by Frank Lorenzo (Author) Format: Hardcover
4.3 out of 5 stars (97)
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Lessons in business and life from the executive who helped shape the modern airline industry
 
Frank Lorenzo is the epitome of the American dream. A first-generation American and entrepreneur, Lorenzo started an airline advisory business in his mid-twenties based on little more than bravado and ultimately rose to control the largest fleet of airplanes in the free world. Flying for Peanuts recounts how Lorenzo grew his empire from nothing and helped shape the airline industry as we know it.

Flying for Peanuts explains how the son of Spanish immigrants put himself through Columbia College by driving a Coca-Cola truck and then grew the fledgling advisory into ownership of Texas International Airlines. At TIA, he fought through the industry’s transformation, in part by introducing the new, low-cost model for fares that are a major part of the industry today. From there, through a series of shrewd moves and a hostile takeover, Lorenzo became CEO of Continental Airlines, a large loss-making west coast airline at the time.

This airline business memoir gives a play-by-play of the high-stakes negotiations that got Lorenzo there, including faceoffs with Carl Icahn and a chapter devoted to selling the Eastern Airlines Shuttle to Donald Trump, soon to become the doomed Trump Shuttle. It details Lorenzo’s competition with upstarts like Southwest Airlines and the clashes with unions that led Fortune’s to name him one of “America’s toughest bosses,” along with accolades from his employees. Along the way, Lorenzo highlights the strategies and tactics that propelled his growth.

Flying for Peanuts is a compelling read for anyone interested in the American airline industry and anyone wanting to apply a trailblazing executive’s lessons for their own career success.
 
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  1. Print length
    384 pages
  2. Language
    English
  3. Publisher
    Skyhorse
  4. Publication date
    September 10, 2024
  5. Dimensions
    6 x 1.3 x 9 inches
  6. ISBN-10
    1510781668
  7. ISBN-13
    978-1510781665
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From the Publisher

Lorenzo Peanuts American Airlines
Lorenzo Peanuts Hubbard Columbia
Lorenzo Peanuts NRG

Editorial Reviews

Review

“Frank Lorenzo was one of the truly significant airline executives during deregulation of the industry in 1978—a profound event. His many creative innovations and exploits over his career reshaped air travel and reverberate to this day to the benefit of millions around the world dependent on it.”
—Frederick W. Smith, Founder and Executive Chairman, FedEx Corporation
 
“Lorenzo’s interest and participation in the airline industry began years before airline deregulation and this book is the story of his extraordinary entrepreneurialism. Anyone interested in how the industry morphed from regulated to deregulated and how Lorenzo built his reputation will find it instructive and entertaining.”
—Robert L. Crandall, Former Chairman, President, and CEO of American Airlines
 
“Frank Lorenzo’s Flying for Peanuts is a master class on strategy and disruption in a competitive industry. The book is an entertaining take on entrepreneurship, risk taking, and smarts.”
—Glenn Hubbard, Professor of Economics and Finance, Columbia University Business School, and former Dean, and Chairman of the U.S. Council of Economic Advisers (2001-2003)
 
“Leading an industry through change is not a way to win a popularity contest, but, as Frank outlines in Flying for Peanuts, while rewarding, it can often be a frustrating experience.”
—Doug McCorkindale, Former Chairman & CEO of Gannett Co. Inc.
 
“Flying for Peanuts is more than an airline story; it is above all the story of deregulation and the man who led it. Like many pioneers, Frank took abuse for forcing change, but what he did benefitted travelers and employees over time, and showed the way for many other industries.”
—Ken Roman, Former Chairman and CEO, Ogilvy & Mather Worldwide   
 
“Frank Lorenzo’s book is must-reading for anyone interested in building a business or involved in an industry being disrupted.”
—Larry Coben, CEO of NRG Corp.
 
“Flying for Peanuts is the captivating story of the son of Spanish immigrants who revolutionized the airline industry and became the face of the deregulated aviation era. It provides important lessons for entrepreneurs of all varieties.”
—Burt Malkiel, Professor of Economics, Princeton University (ret) and award winning author of Random Walk down Wall Street
 
 
 
 
 
 
 

About the Author

Frank Lorenzo, or more formally, Francisco, is the son of Spanish immigrants who came to New York in the early 20th Century speaking no English and looking for a better life. The United States offered endless opportunities for them and, eventually, for Frank.

Growing up in the shadows of New York’s La Guardia Airport, Frank became enamored with airlines at a young age. With some help from his parents and working as a delivery truck driver and other jobs, he put himself through Columbia College and Harvard Business School.

Then, after working office jobs at TWA and Eastern Airlines, he joined with a college classmate and began a career of entrepreneurialism that started with a two-person aviation advisory firm operating initially out of New York’s Donnell Public Library and then, after completing a transaction, moving to a small office on the top floor of the Pan Am building.

In a few years, Frank and his partner were able to purchase a small regional carrier, Texas International Airlines (TIA), that was teetering on bankruptcy, which Lorenzo went in to run. TIA’s debts had to be restructured, as did its revenue base and its competitive position. With Airline deregulation on the horizon in 1978, Frank and his team introduced drastically discounted fares as a government sanctioned experiment. Labeled "peanuts fares," the lower prices sharply stimulated traffic and brought major attention to the small airline.

From this humble start, Frank and his team set sights on acquiring so-called “major” airlines to grow TIA into a survivable national carrier. Failing to acquire National Airlines (but reaping a healthy profit) and TWA, Texas International made a bid for Continental Airlines that ultimately was successful. Other acquisitions set TIA on the path to becoming the largest airline group in the free world.

In 1990, at age 50, Frank decided to move on from the life of running airlines and founded Savoy Capital, Inc. to foster his investment and charitable interests.
 

Product details

  • Publisher ‏ : ‎ Skyhorse
  • Publication date ‏ : ‎ September 10, 2024
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 384 pages
  • ISBN-10 ‏ : ‎ 1510781668
  • ISBN-13 ‏ : ‎ 978-1510781665
  • Item Weight ‏ : ‎ 1.35 pounds
  • Dimensions ‏ : ‎ 6 x 1.3 x 9 inches
  • Best Sellers Rank: #876,251 in Books (See Top 100 in Books)
  • Customer Reviews:
    4.3 out of 5 stars (97)

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  1. Siegel, Asa

    Siegel, Asa

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Customer reviews

4.3 out of 5 stars
97 global ratings
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Customers say

Customers find the book thoroughly enjoyable and highly recommend it. They appreciate its informative content, with one customer noting how it offers a fascinating tour of the airline industry and helps readers understand the unique challenges of deregulation.
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16 customers mention enjoyable, 16 positive, 0 negative
Customers find the book thoroughly enjoyable and highly recommend it, with one customer noting it's particularly engaging for aviation enthusiasts.
As one who had a fairly close seat for a couple of decades it was a great read....Read more
Good reading. If one is interested in commercial airline history.Read more
Thoroughly enjoyed this book. Frank Lorenzo was a big part of Aviation history....Read more
Very good read. Highly recommend.Read more
7 customers mention informative, 7 positive, 0 negative
Customers find the book informative, providing great insight into the airline industry, with one customer particularly appreciating how it explains the unique challenges of deregulation.
Great insight from the CEO of my old employerRead more
...this readable biography of Frank Lorenzo which offers a fascinating tour of the airline industry including its consolidation and deregulation....Read more
...aviation Frank's book will help folks understand the very unique challanges that deregulation presented....Read more
...I really enjoyed learning his perspective on deregulation and the mergers that took place.Read more

Top reviews from the United States

  • gwen lau
    5 out of 5 stars
    Still reading the book
    Reviewed in the United States on August 28, 2026
    Format: Hardcover
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    I flew through these days as a flight Attendant with Continental Airlines. I am learning a lot of of what went on behind the scenes. It’s really a wonder. We stayed in business. Thank God we did. It was a wonderful job.

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  • Cameron Burr
    5 out of 5 stars
    Very Very Fascinating
    Reviewed in the United States on November 8, 2024
    Format: Hardcover
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    As one who had a fairly close seat for a couple of decades it was a great read. If you love commercial aviation Frank's book will help folks understand the very unique challanges that deregulation presented. We all take for granted flying coast to coast for a couple hundred dollars -- Finally, while Hard Landing was and is a very through book, Frank's book is the first that I'm aware of that was written by an "insider"

    2 people found this helpful
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  • Michael R. Hipp
    4 out of 5 stars
    Good reading.
    Reviewed in the United States on June 29, 2025
    Format: Hardcover
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    Good reading. If one is interested in commercial airline history.

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  • Hwn
    3 out of 5 stars
    A cautionary tale
    Reviewed in the United States on September 22, 2025
    Format: Audiobook
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    Glad Lorenzo finally explained himself. Felt his writing didn’t tell the whole story of what he did to Continental.

    One person found this helpful
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  • AAS
    5 out of 5 stars
    Super-interesting insight from one of the industry's most-influential insiders
    Reviewed in the United States on November 19, 2024
    Format: Hardcover
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    If you liked "Hard Landing," you'll really like this book. Incredibly interesting and really well-written. Also, although Lorenzo does describe his personal life and his family, he doesn't dwell too long on these topics... the bulk of the book is devoted to the industry that he helped shape. Again, a really great read.

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  • Bill Clague
    5 out of 5 stars
    A fine record of a time of great loss and confusion in the Airline industry.
    Reviewed in the United States on November 12, 2025
    Format: Hardcover
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    I met Frank when he came to New Zealand where I was the Regional Director of Continental Airlines. So, his book was something I was waiting for and really enjoyed. Frank is not only a tough business man but he is a great boss as long as the work is done and the direction is right. Along with George Warde, then CEO of Continental, Frank took over an ailing company and put it back on the map.

    I recommend this book to all airline personnel and also those that want to know how real management works. Well done Frank you not only revitalized the industry, you wrote one hell of a book. Thanks, Bill Clague.

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  • Amazon Customer
    5 out of 5 stars
    Great piece of Airline History
    Reviewed in the United States on July 31, 2025
    Format: Hardcover
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    Thoroughly enjoyed this book. Frank Lorenzo was a big part of Aviation history. I really enjoyed learning his perspective on deregulation and the mergers that took place.

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  • okprepguru
    5 out of 5 stars
    Great read from inside the board room
    Reviewed in the United States on November 20, 2025
    Format: Hardcover
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    Interesting read on the struggles of an airline entrepreneur and someone who battled the unions during his whole career. Would definitely recommend for any business person who is interested in seeing behind the board room walls into how negotiations with government entities and various businesses are handled. Lorenzo seems like a great mind, unless you're a union boss. Which I thought was great to read.

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