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

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

Treat your employees like customers.

It is my practice to try to understand how valuable something is by trying to imagine myself without it.

You [the employees] are involved in a crusade.

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.

I learned it by doing it, and I was scared to death.