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

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

Your employees come first. And if you treat your employees right, guess what? Your customers come back, and that makes your shareholders happy. Start with employees and the rest follows from that.

The people of Southwest have always been my pride, my joy and my love. Their indomitable dedication and esprit de corps have taken Southwest from a three-airplane dream to a 500-airplane reality.

You have to treat your employees like customers

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.

The essential difference in service is not machines or 'things.' The essential difference is minds, hearts, spirits, and souls.