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.

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

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.

We have the best customer satisfaction record, based on Transportation Dept. statistics, of any airline in America, the fewest complaints filed per 100,000 passengers carried. So you're not just getting low fares, you're also getting wonderful customer service.

Treat your employees like customers.

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.

The Wright Amendment is a pain in the ass, but not every pain in the ass is a constitutional infringement.