Donald Burr, 63
When Burr started People Express in 1980, he brought absurdly low fares and almost cultlike employee loyalty to an industry that badly needed both. But while Burr's innovations (and airline) were swept away in 1987 by increased competition and overexpansion, he still can't stay away from the business. With former American Airlines CEO Robert Crandall, he's launching a company called Pogo Jet that will use tiny jets to shuttle executives between small airports. Burr hopes to have the service up and running next year. "We won't have Southwest prices, but we won't have Jack Welch prices either," he says. "I want to break down the stigma that only the elite can fly in private jets."