In 1997, Patrick Awuah had a dream: to bring liberal arts education to Ghana. Amid the country's declining economy and pervasive corruption problems, Awuah saw education as an opportunity to reverse its fortunes by investing in the next generation of African leaders. Five years later, he and his team established Ashesi University, which differentiated itself from Ghana's traditional educational model by remaining privately funded (and therefore independent from Ghana's public school system), religiously unaffiliated, and - in service of its mission of developing future leaders - operative under an honor code that allowed students to take exams without supervision, an unprecedented practice in Ghana. This case follows Awuah's efforts to establish and grow Ashesi University and provides insight into the role that leadership can play in operationalizing purpose, especially in entrepreneurial ventures.

This case documents the ongoing efforts by Alaska Airlines to enhance its efforts to become more customer centric by empowering its employees using a service framework. It explores how the airline starts with a completely hands-off approach to empowerment in which employees are encouraged to do whatever it takes to please customers. An economic downturn leads them to swing the pendulum the other way and develop a rules-based framework with strict guidelines. Ultimately, they settle on an intermediate model in which employees are given "freedom within a framework." This forces them to try and shift from a rules-based to a principles-based culture. The case explores not only what they did but also how the framework was rolled out. All this seems to be working until they acquire Virgin America in 2016. Virgin too espouses customer centricity and front-line autonomy but does so in a different way. The dilemma now is blend the two cultures that are both trying to achieve similar goals but do so quite differently.