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

The tragedy of our time is that we've got it backwards, we've learned to love techniques and use people.

You have to have the service mentality in the sense that you subjugate your own ego, and you subjugate a large part of your own life to really helping other people, being successful on their behalf.

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

Positions and titles mean absolutely nothing. They're just adornments; they don't represent the substance of anybody. Every person and every job is worth as much as any other person and any other job.

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.

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