A recognizable and loved brand is one of the most valuable assets a company owns. In fact, 59% of customers prefer to buy products from brands they know. How do you become a sought-after brand with endless sales and raving fans? By identifying your promise to a customer or client.

This shortage is being seen in both the airline and the cargo industries. With such a small pool of applicants to choose from, these two sectors are battling to get the most qualified available candidates. Many pilots are increasingly being wooed to get behind the controls of passenger planes over cargo flights—frankly, it’s tough to compete with jobs perks like fixed schedules & free flights for your family across the world. This is no anecdotal pilot shortage, either—the same problems are found on a global scale, with Boeing estimating an incredible shortage of 790,000 or more pilots across the world over the next two decades. In the shorter term, the domestic industry can expect more than 8,000.Unfilled vacancies per year by 2020, and five years later that number could be higher than 12,000 pilot-less flights in need of help.