Herb Kelleher
An avid life-long learner with the heart of an entrepreneur, Herb Kelleher was the strategic visionary and driving force that transformed Southwest Airlines from an idea to a business plan to an iconic brand. Enriched by his intellectual brilliance and instinctive love for people, Herb’s presence filled every space he occupied, and always with great energy and laughter. His accomplishments alone are extraordinary but more so was his authentic gift for making others feel known and loved. Captivating and inspiring, Herb’s story is a blueprint for a life well-lived.
Herb was a self-made man, putting himself through school with scholarships and his unparalleled work ethic. He took that work ethic with him when he moved to Joan’s home state of Texas, a place that he grew to love and cherish. Hundreds of millions of Americans likely owe their first flight to the era of affordable air travel that Herb and Rollin King helped launch in the late 1960s on a cocktail napkin in a San Antonio hotel bar. He oversaw and personally fought numerous legal battles instigated by competitors who tried to ground the very idea of Southwest Airlines before its first flights took off in 1971 with a fleet of just three airplanes.
Through decades of challenges and growth, Herb’s infectious personality motivated the airline’s Employees to build Brand loyalty in Customers that bolstered one of the world’s most admired companies with decades of consistent profitability. The original Texas triangle of cities on that cocktail napkin remains at the heart of service to nearly 120 US destinations, with Southwest now serving more nonstop air travelers than any other airline in the United States. The successful and magic mix of making flying both fun and reliable can be traced directly back to Herb’s larger than life personality that shaped and galvanized a workforce around the gold standard of Customer Service in air travel by institutionalizing The Golden Rule.
Herb’s vocabulary often challenged those around him to find a dictionary to decipher the layers of meaning that he beautifully conveyed in a quip or quote across a gamut of topics on which he regularly and voraciously read. He used a steel trap mind to catalogue thousands of names and faces, and he would never pass a chance to say hello, share a story or a joke, plant a kiss on the lips or give a warm hug. His balance of self-deprecating humor and sheer brilliance is a hallmark of his legacy and a treasured memory for all who knew him.
Fortune magazine, which consistently recognized Southwest among the world’s top 10 most admired companies during Herb’s tenure, called him, “…perhaps, the Best CEO in America!” Others would agree, like former Southwest Chairman and CEO Gary Kelly. “His vision for making air travel affordable for all revolutionized the industry, but his legacy extends far beyond our industry and far beyond the world of entrepreneurship. He inspired people; he motivated people; he challenged people; and he kept us laughing all the way.”
Former American Airlines CEO Doug Parker said Kelleher’s vision “brought the freedom of travel to hundreds of millions of people, and his appetite for taking on any real or perceived battle was unmatched.” “His style presents the ultimate case study for airlines or any service company whereby if you take care of your people, they will take care of your customers, which will take care of your shareholders,” Parker said. “That simple yet profound way of leading continues to inspire us, and we aspire to honor Herb’s example.”
Even today, Herb’s influence still inspires and resonates, as current Southwest Airlines Vice-Chairman, President, and CEO, Bob Jordan, recently shared with Southwest Leaders, “…we’re not going to stand for the competition taking our Customers… [When planning a competitive strategy], Herb always, always had an enemy. In fact, he said that even if there wasn’t one, he would create one just to have the Company fighting.”
Herb served as Southwest Airlines Chairman of the Board from March 1978 to May 2008 and as President and CEO from September 1981 through June 2001. He continued to serve on numerous advisory and governance boards late in life, including the National Air and Space Museum, the Homeland Security and Advisory Council, and Chair of the Federal Reserve Bank of Dallas Board of Directors in July 2010.
Herb (as he was known by Southwest Employees, Retirees, Customers and admirers of the business and cultural legacy he created) often said he was ‘flunking retirement’ as he continued to maintain an office at the Company’s Love Field Headquarters. In fact, he did so until his passing in 2019. His laughter and legacy now linger in the hallowed halls of the Company he built; his vision takes hold in the Leaders he shaped; his compassion and character resonate in the workforce he motivated. Herb relished his private time with his family, who loved and adored him. He will be forever missed, cherished, remembered, and honored by the People of Southwest Airlines.
