Wild Turkey whiskey and Philip Morris cigarettes are essential to the maintenance of human life!

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

We will hire someone with less experience, less education, and less expertise, than someone who has more of those things and has a rotten attitude. Because we can train people. We can teach people how to lead. We can teach people how to provide customer service. But we can't change their DNA.

Succession planning has been a major priority at Southwest for quite some time. We think we have come up with a winning combination of talent for our company reorganization.

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.

If you're crazy enough to do what you love for a living, then you're bound to create a life that matters.

People with different personalities, different approaches, different values succeed not because one set of values or priorities is superior but because their values and practices are genuine.