AVIATION has been instrumental in global transportation by enabling the quick and efficient transport of people and goods across vast distances. To remain relevant and sustainable, however, it must cater to ever-changing customer needs and expectations. The industry can do so by adopting the Socratic method, which involves questioning and dialogue to uncover underlying assumptions and beliefs, emphasizing critical thinking and inquiry, and encouraging open-minded dialogue.

The Socratic method underscores inclusivity and diversity of thought, recognizing that no one person or group has a monopoly on wisdom or knowledge. In the aviation industry, where passengers, pilots, airlines and regulators must work together to ensure safe, efficient and sustainable operations, exploring multiple perspectives and ideas is crucial.

To embrace the Socratic method, the aviation industry must engage in open and honest dialogue with customers, seeking feedback and ideas in a respectful and collaborative manner. Market research such as surveys, focus groups and social media can help understand customer preferences, concerns and expectations. Southwest Airlines is an example of an airline that has successfully embraced the Socratic method by establishing a Customer Advisory Council, which provides feedback and insights on in-flight amenities and airport operations,

among others.

Continuous learning and improvement are key components of the Socratic method. In the aviation industry, this may involve investing in new technologies and processes that enhance safety, reduce emissions and improve the overall passenger experience. W. Edwards Deming, a management theorist who pioneered the concept of Total Quality Management (TQM), argued that organizations must be committed to continuous improvement to remain competitive and sustainable over the long term.

Continuous improvement in the aviation industry may take many forms, such as investing in new aircraft and infrastructure and developing new training and safety protocols for pilots and crew members. It may also involve exploring new business models and revenue streams such as developing ancillary services and partnerships with other companies in the travel and hospitality sectors.

Collaboration and inclusivity are essential to embracing the Socratic method in the aviation industry. By engaging in open and respectful dialogue with customers and embracing new ideas and approaches to continuous improvement, the aviation industry can create a more inclusive ecosystem that benefits all stakeholders.

In addition to Southwest Airlines and W. Edwards Deming, other airlines have adopted co-creation initiatives in which they partner with customers to develop new products and services that better meet their needs. This not only helps airlines understand customer preferences and expectations but also creates a sense of ownership and loyalty among customers who feel they have had a hand in shaping airline offerings.

Sustainable aviation fuel (SAF) is another example of the Socratic method in action. As concerns over climate change have grown, the aviation industry has come under scrutiny for its high levels of carbon emissions. SAF, a type of fuel made from renewable resources with significantly lower carbon emissions than traditional jet fuel, is one way to address this issue. Collaborative dialogue with stakeholders across the industry has accelerated the development and adoption of SAF, paving the way for a more sustainable aviation industry in the future.

In conclusion, the Socratic method offers a framework for the aviation industry to better understand customer needs and expectations, identify areas for improvement and innovation, and create a more inclusive ecosystem that benefits all stakeholders. By embracing open and respectful dialogue, committing to continuous learning and improvement, and embracing new ideas and approaches, the aviation industry can remain relevant and sustainable in an ever-changing global landscape.

Dr. Raul V. Rodriguez is vice president at Woxsen University and is also an adjunct professor at Universidad del Externado, Colombia and a member of the international advisory boards at IBS Ranepa, Russian and the University of Pécs Faculty of Business and Economics. He is a member of the advisory board at PUCPR, Brazil and Milpark Business School, South Africa along with PetThinQ Inc, Upmore Global and SpaceBasic, Inc. He is a registered expert in artificial intelligence, intelligent systems, and multi-agent systems at the European Commission, a nominee for the Forbes 30 Under 30 Europe 2020 list, and a Europe India 40 under 40 Leaders awardee.