Keep costs low and spirits high, and the people of Southwest Airlines will keep LUV in the air.
Treat your employees like customers.
Sometimes you need a little courage too just to buck popular opinion.
The more time I spend with our people, the more I find out about our business.
A company is stronger if it is bound by love rather than by fear.
You must be very patient, very persistent. The world isn't going to shower gold coins on you just because you have a good idea. You're going to have to work like crazy to bring that idea to the attention of people. They're not going to buy it unless they know about it.