You have to have the service mentality in the sense that you subjugate your own ego, and you subjugate a large part of your own life to really helping other people, being successful on their behalf.

Treat your employees like customers.

If you create an environment where the people truly participate, you don't need control. They know what needs to be done and they do it. And the more that people will devote themselves to your cause on a voluntary basis, a willing basis, the fewer hierarchies and control mechanisms you need.

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

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.

If employees aren't satisfied, they won't promote the product we need.