Treat your employees like customers.

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

A company is stronger if it is bound by love rather than by fear.

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

You [the employees] are involved in a crusade.

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.

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.