Our Philosophy

In the late 1960s, entrepreneurial Southwest Founder Herb Kelleher included his then legal secretary, Colleen Barrett, in every aspect of this new aviation venture. At the time, such close collaboration was unheard of. As Southwest Airlines moved from concept to creation to Company, Herb led and Colleen learned. Together, they forged what many consider one of the most unique and successful partnerships in corporate America.

Colleen’s eye for detail, laser focus on communication and heart for service were the perfect complement to Herb’s visionary and strategic gifts, ingenuity and limitless love for people. Through their work, and without pretense, they modeled the values that would become a legendary part of the Southwest playbook: Servant’s Heart, Fun-LUVing Attitude, and Warrior Spirit. This “People-first” egalitarian Culture redefined traditional corporate practices and paved a new way to balance operational and organizational success.

Herb Kelleher

Southwest Airlines Founder and Chairman

Learn more about Herb

Colleen Barrett

Southwest Airlines President and our Queen of Hearts

Learn more about Colleen

The Southwest Way

Purpose

Connect People to what’s important in their lives through friendly, reliable, and low-cost air travel.

Vision

To be the world’s most loved, most efficient, and most profitable airline.

Company Promise

Southwest will provide a stable work environment with equal opportunity for learning and personal growth. Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.

Employee Promise

I will demonstrate my Warrior Spirit by striving to be my best and never giving up. I will show my Servant’s Heart by delivering Legendary Customer Service and treating others with respect. I will express my Fun-LUVing Attitude by not taking myself too seriously and embracing my Southwest Family.

If you’re crazy enough to do what you love for a living, then you’re bound to create a life that matters.

– Herb Kelleher

Leadership is not a title. Leadership is a way of life.

– Colleen Barrett

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

– Herb Kelleher

Follow the Golden Rule; learn from your mistakes; take the initiative; and listen to your heart.

– Colleen Barrett

We have a strategic plan. It’s called ‘doing things’.

– Herb Kelleher

Treat your People right and good things will happen.

– Colleen Barrett

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

– Herb Kelleher

If you take a job for title or pay, you're cheating yourself. So whatever you decide to do, find something you can get really excited about.

– Colleen Barrett

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

– Herb Kelleher

Work is either fun or drudgery. It depends on your attitude. I like fun.

– Colleen Barrett

I’ve found that many of the greatest ideas surface in bars because that’s where many people cultivate inspiration.

– Herb Kelleher

Power should be reserved for weightlifting and boats, and leadership really involves responsibility.

– Herb Kelleher

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

– Herb Kelleher

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

– Herb Kelleher

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

– Herb Kelleher

Your people come first, and if you treat them right, they’ll treat the customers right.

– Herb Kelleher

I forgive all personal weaknesses except egomania and pretension.

– Herb Kelleher

It is my practice to try to understand how valuable something is by trying to imagine myself without it.

– Herb Kelleher

You can’t have a mid-life crisis in the airline industry because every day is a crisis.

– Herb Kelleher

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

– Herb Kelleher

If you sit on your laurels, you get a thorn in your butt.

– Herb Kelleher

Southwest in Stories

History is made up of memories and moments, and Southwest has quite a collection. Take a “scroll” through some of the Company’s most iconic stories.