Southwest

"Southwest, as we have seen, does put the emphasis on tending the culture, and its average pre-tax return on revenue since 1979 has been 12.7%, compared to the Big 3’s 0.6%153 If adopting this culture and strategy is indeed the Schwerpunkt for your organization, then like a military commander, that is where you should place yourself. Ordering your subordinates to learn Boyd’s strategy, without making it the focus of your own efforts, will rightly be viewed as the latest flavor-of-the-month sham."

"you’re a high roller with some airline, call your 1-800 telephone number to make a reservation. Try your web site. Stand in line to check in. Check a suitcase. Fly coach. Try to change a reservation. What do you think? Excited by your own stuff? Any sign of magical pizzazz there? Any reason anybody with a choice would do it again? And while you’re back there in coach, talk to people. Don’t limit your observations to fishing for what’s wrong, since that’s a shortfall in meeting their expectations. Important stuff, but cheng, not ch’i. You have to be much more subtle and creative. Somewhere there’s a spark, some “Eureka!” that will cause people to choose you over Continental or even Southwest and pay more to do it."

"Herb Kelleher at Southwest was famously quoted as saying he had predicted eleven out of the last three recessions."