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

I forgive all personal weaknesses except egomania and pretension.

Everybody in Texas would tell me that they thought I was nuts trying to start Southwest Airlines. There probably weren't 10 people in the state who would have given a plug nickel for our chances of making a dollar. So sometimes, you need a little courage, too, just to buck popular opinion.

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.

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.

A company is stronger if it is bound by love rather than by fear.