Introduction Businesses often face various challenges concerning organizational and customer service issues. For instance, the sandwich-and-soup company called “Panera Bread” had a problem with its customers standing in line to place the order for several minutes. However, “Panera Bread” managed to cope with this issue and decrease the time in line from eight to one minute with the help of critical thinking and the application of VUCA concepts (Jargon, 2017). Moreover, while analyzing the situation and trying to cope with issues, one should think critically. In other words, it is essential for a business leader to look at the problem differently and to see the whole picture avoiding the distorted image. Thus, this paper applies VUCA and critical thinking approaches to solve the overbooking problem of United Airlines. United Airlines Overbooking Problem In recent years, United Airlines company faced an overbooking problem. According to Ma et al. (2019), “on the 9th of April 2017, UA’s United Express flight #3411 was booked to the capacity but would need to make room to transport four crew members” (p. 3). Moreover, because no one volunteered to give up the flight, it was decided to remove a passenger using the airport security force. The company used the yield management system based on the probabilistic approach to seat booking and helped airlines make flight prices as low as possible (Ma et al., 2019). The yield management system evaluates probabilities of customers’ attendance but cannot guarantee absolute accuracy. To address the issue, United Airlines tried to apply crisis communication in the replies to posts on Twitter. According to Ma et al. (2019), United Airlines involved image repair theories in their responses. To repair the image means “to rebuild the perceptions of the audience” (Ma et al., 2019, p. 6). It is necessary to mention that the company used different approaches to the image repair theory: it publicly admitted the responsibility, denied the cause of the delay, and reduced the offensiveness of the passengers’ violent removal (Ma et al., 2019). Therefore, United Airlines decided to respond to the twits by applying the image repair discourse within 24 hours. Critical Thinking Critical thinking is a way of analyzing reality, which encourages people to apply different points of view. As it is claimed by Kallet (2014), critical thinking is a manual, purposeful process in which a person realizes that he or she is thinking partially using the toolset. Moreover, Kallet (2014) highlighted that critical thinking encourages a person to look at the issue differently because the prism one looks at the problem may affect future decisions. Applying critical thinking when analyzing the situation helps prevent a distorted vision of the issue, in which humans cannot see the whole picture (Kallet, 2014). Therefore, critical thinking helps business leaders and other people make the right decisions at the right time by observing the whole situation and looking at the issue from various angles. As described in the paragraphs above, the United Airlines company had already solved the overbooking problem by addressing customers on Twitter, using the image repai