Air Asia built its corporate strategy on the cornerstones of an open corporate culture, talent management and harnessing data. Tony Fernandes turned around a traditional, loss making airline by introducing a flat corporate culture and improving communication. He emphasized internal branding and creating an organization which the employees can identify with which will reflect in their dealings with the external world.  He believes that talented people are the best assets of a Company and looks for raw talent who can be polished to become their star employees. He encourages employees fulfill their dreams and aspirations which also ensures loyalty to Air Asia. Air Asia has extensively used data and technology to differentiate itself in the market and they believe it to be the airline’s future.  These are then the secrets behind the turnaround of Air Asia from a loss making small airline to the ‘best airline’ in Asia!