Simon Leslie is the founder and joint chief executive of Ink. Founded in 1994, they are the world\u2019s leading travel media company, producing 33 in-flight magazines for 24 airlines worldwide, including many of the largest carriers in the world, such as Easyjet and Virgin Atlantic. In this in-depth interview, Simon talks through the \u201cincredible challenge\u201d the pandemic caused the air travel industry, tackling the terrible devastation that the global depression bought on both aerospace and adjacent industries such as media; discusses the \u201cenforced pivot\u201d covid bought them, and his determination to \u201cseize the opportunity to transform the company,\u201d and grow in a new direction producing airport television and digital content; and shares how his latest book \u2018White Belt Thinking\u2019 documented these recent challenges and the \u201ccathartic experience.\u201d