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.

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.

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.

If the Wright brother were alive today Wilbur would have to fire Orville to reduce costs.

I learned it by doing it, and I was scared to death.

Your employees come first. And if you treat your employees right, guess what? Your customers come back, and that makes your shareholders happy. Start with employees and the rest follows from that.