title: The Process Mind: New Thoughtware &reg; for Designing Your Business on Purpose
author: Philip Kirby
description: <P><EM>We wanted to take our success to a new level and continue to improve WestJets on-</EM><EM>time performancecritical in the airline industry. Phil Kirby and new process thinking have been instrumental in helping us achieve higher performance. A must-read for anyone who wants to find the only real sustainable improvements in their business.<BR></EM>Brigid Pelino, Executive Vice President People and Culture, WestJet Airlines<BR><STRONG><BR>The Process Mind </STRONG><EM>sets out the invaluable thoughtware you need to rejuvenate and revolutionize your organization. Its a must-readyou owe it to your teams!</EM><BR>Tony Soumas, Director-Distribution Operations and CI Strategy Consultant, Tim Hortons Inc. </P>
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  # BITTER MAGIC
  
  
  # (World War Magic)
  
  
  # LEE HAYTON
  
  
  Copyright © 2017 Lee Hayton
  
  
  All rights reserved.
  
  
  No part of this publication may be reproduced, stored in a retrieval system,
  or transmitted in any form or by any means, electronic, mechanical, recording
  or otherwise, without the prior written permission of the author.
  
  
  Cover design by James T. Egan,
  [www.bookflydesign.com](http://www.bookflydesign.com)
  
  
  
  
  
  
  
  
  # Dedication
  
  
  With eternal thanks to Kat Lind, the SIL Creative team, the Ds, and our fellow
  boot-campers at Phoenix Prime.
  
  
  Rise up from the ashes, people.
  
  
  ![](../images/00001.jpeg)
  
  
  Phoenix Prime is a Ph.D. level workshop that spans approximately four months.
  It uses applied industrial psychology to address components of writing,
  marketing, branding, business, contract issues, and productivity that combine
  Creative Writing and Business perspectives.
  
  
  The participants will create a portfolio to showcase their work alongside
  students in doctoral p