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Purpose and benefits

It was 1966 when lawyer Herb Kelleher sketched the plans for a low-price, no-frills airline on the back of a napkin. It was another five years until the first Southwest Airlines plane taxied down the runway carrying passengers. Ever since, Kelleher has been tearing up the management rule book and writing his own slightly more eccentric version. With singing flight attendants, practical jokes, and fancy dress, a Southwest ticket is worth its price just for the onboard entertainment— never mind the fast turnarounds, reliability, convenience, and low cost. From nowhere, Kelleher has created a company with $5 billion in annual revenues and a record of over 25 years of profitability. Profits soar, passenger numbers grow, and staff turnover decreases. Maybe it doesn’t seem so crazy after all.