Leading an organization is as much about soul as it is about systems. Effective leadership finds its source in understanding

The more time I spend with our people, the more I find out about our business.

I forgive all personal weaknesses except egomania and pretension.

I've found that many of the greatest ideas surface in bars because that's where many people cultivate inspiration.

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.

Sometimes you need a little courage too just to buck popular opinion.

Keep costs low and spirits high, and the people of Southwest Airlines will keep LUV in the air.