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

I think my greatest moment in business was when the first Southwest airplane arrived after four years of litigation and I walked up to it and I kissed that baby on the lips and I cried.

The essential difference in service is not machines or 'things.' The essential difference is minds, hearts, spirits, and souls.

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.

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.

People with different personalities, different approaches, different values succeed not because one set of values or priorities is superior but because their values and practices are genuine.

Your people come first, and if you treat them right, they'll treat the customers right.