If the employees come first, then they're happy. A motivated employee treats the customer well. The customer is happy so they keep coming back, which pleases the shareholders. It's not one of the enduring green mysteries of all time, it is just the way it works.

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

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

You must be very patient, very persistent. The world isn't going to shower gold coins on you just because you have a good idea. You're going to have to work like crazy to bring that idea to the attention of people. They're not going to buy it unless they know about it.

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

If the Wright brother were alive today Wilbur would have to fire Orville to reduce costs.

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