British Airways Interior Engineering (BAIE) is a wholly owned subsidiary of British Airways PLC. The company, formed in 1996, is contracted to British Airways Engineering to provide an aircraft cabin interiors refurbishment service. BAIE is a small organization with 135 people on site. Work is not guaranteed and has to be won through competitive tendering and retained through competitive performance. The Greenfield operation met its original start-up objectives but failed, through misunderstandings of product and service definitions, to deliver customer satisfaction, which in turn led to work being redirected to other subcontractors. This threat against BAIE's future viability was the driver for a complete review of its strategy. BAIE had to become a system governed by natural systems controls. It had to allow itself as a whole organization to learn, to adapt and to evolve into a viable, sustainable business.