46 Kellogg Insight I’ll tell you a different and growing question that we think about: oper - ational complexity. Here’s an example. One of the things that we know is potentially popular with travelers is offering preordered meals, where instead of getting three choices, here’s a menu and you can choose from 25 choices in advance. That all sounds fine until the flight attendant needs to know that the guy in 12B had the kale and quinoa. And what happens when there is bad weather, and to get you out sooner, we swap aircraft or put you on a different flight, when you paid in advance for the kale and quinoa? The point is that we can, through digital channels and data use, create highly differentiated service offerings that can cause enormous opera - tional complexity at scale in the real world. Thus, we increasingly need to balance service individualization with operational execution to find the optimal combination of personalized products and services with reliable operational service delivery in a highly dynamic business on thousands of flights around the world every day. Featured Faculty Tom O’Toole , Clinical Professor of Marketing at Kellogg Eric Leininger , Clinical Professor of Executive Education at Kellogg Related Resources Read: 5 Ways to Attract and Retain Data Scientists Read: How Marketing Leaders Can Thrive Amidst “Tectonic” Shifts in Expectations Learn more from Tom O’Toole and Eric Leininger in our Executive Education programs . Based on insights from Tom O ’ Too le and Eric Leininger