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.

Sometimes you need a little courage too just to buck popular opinion.

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

Leading an organization is as much about soul as it is about systems. Effective leadership finds its source in understanding

I've found that many of the greatest ideas surface in bars because that's where many people cultivate inspiration.

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.

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.