Cocktails in the sky just didn't seem like enough to Joanne Smith, who, as marketing chief at Song, the budget arm of Delta Airlines, added novel customer activities--from an in-flight exercise program to an interactive trivia game that pits passengers against one another. Since taking over as Song's president in January, Smith, 46, has kept moving, sprucing up the menu and giving every employee her cell-phone number to solicit complaints and troll for new ideas. She spoke with TIME's Jeremy Caplan about what's next on the horizon.
TIME: You're predicting that Song will speed ahead of JetBlue within a few years. What...
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