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

You don't hire for skills, you hire for attitude. You can always teach skills.

The essential difference in service is not machines or 'things.' The essential difference is minds, hearts, spirits, and souls.

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

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

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.

The important thing is to take the bricklayer and make him understand that he’s building a home, not just laying bricks.