We have a strategic plan. It's called 'doing things'.

We have the best customer satisfaction record, based on Transportation Dept. statistics, of any airline in America, the fewest complaints filed per 100,000 passengers carried. So you're not just getting low fares, you're also getting wonderful customer service.

If the employees come first, then they're happy. A motivated employee treats the customer well. The customer is happy so they keep coming back, which pleases the shareholders. It's not one of the enduring green mysteries of all time, it is just the way it works.

Wild Turkey whiskey and Philip Morris cigarettes are essential to the maintenance of human life!

Think small and act small, and we'll get bigger. Think big and act big, and we'll get smaller.

You have to treat your employees like your customers. When you treat them right they will treat your outside customers right.

Everybody in Texas would tell me that they thought I was nuts trying to start Southwest Airlines. There probably weren't 10 people in the state who would have given a plug nickel for our chances of making a dollar. So sometimes, you need a little courage, too, just to buck popular opinion.