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

The people of Southwest have always been my pride, my joy and my love. Their indomitable dedication and esprit de corps have taken Southwest from a three-airplane dream to a 500-airplane reality.

Positions and titles mean absolutely nothing. They're just adornments; they don't represent the substance of anybody. Every person and every job is worth as much as any other person and any other job.

The clear, unmistakable sign of a bureaucrat is somebody who worries about whether he has a window.

You don't hire for skills, you hire for attitude. You can always teach skills.

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

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.