I think my greatest moment in business was when the first Southwest airplane arrived after four years of litigation and I walked up to it and I kissed that baby on the lips and I cried.

If employees aren't satisfied, they won't promote the product we need.

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.

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

It takes nerves of steel to stay neurotic.

Your people come first, and if you treat them right, they'll treat the customers right.

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.