It's a two way street Stubby Jumbo - the company needs to redefine who it is and what it stands for. That will be the easy part. The hard bit will be workplace reform - getting staff to really believe that things have to change in order to compete.
Working for Qantas doesn't mean what it used to mean. Folks are choosing it for lifestyle - motivation is waning, engagement slipping. Thank goodness they chose the right person to take this on.