The culture matters at JetBlue. While the airline is known for the amenities in its cabin and a brand-new $875 million terminal at New York's J.F.K. airport, this approachable CEO says the airline's friendly relationship with its crew members is what sets it apart.

"The hard product -- airplanes, leather seats, satellite TVs, bricks and mortar -- as long as you have a checkbook, they can be replicated," Barger tells the new hires. "It's the culture that can't be replicated. It's how we treat each other. Do we trust each other? Can we push back on each other? The human side of the equation is the most important part of what we're doing."

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