In 2001, the combination of 9/11 and the collapse of Ansett brought Air New Zealand to its knees. With a loss of self-belief and pride, coupled with a dislocation between employees and managers, the airline needed a transformation and it needed it fast. Rob Fyfe came on board shortly after to undertake a strategic review that focused on defining the airlines identity. There was one thing the airline had that no other airline could lay claim to—its New Zealandness. Speaking at the NZTE Better by Design CEO summit, a captivating Fyfe explains how Enzed’s personality and stories have become the design and innovation ethos for Air New Zealand and everything it does, and in the process, have turned the airline around through reinvention.