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

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.

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

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

The business of business is people.

Think small and act small, and we'll get bigger. Think big and act big, and we'll get smaller.

One piece of advice that always stuck in my mind is that people should be respected and trusted as people, not because of their position or title.