Geo, if only running a business was that straightforward. Silverjet had a fantastic highly motivated workforce but it still went bust. The economics were just not right and at the moment the economics for BA and most ‘legacy’ airlines is not right. JAL has gone into administration and many US airlines have declared chapter 11 in recent years.
I am sure there are a lot of things wrong at BA at the moment but going on strike is not the answer. If I was WW I would have made a concilliatory gesture and told all cabin crew after the first strike that they would retain their travel perks if they did not strike a second time.