NUTS!

Southwest Airlines' Crazy Recipe
For Business and Personal Success

Kevin & Jackie Freiberg

Table of Contents

1. NUTS? YOU DECIDE

PART I: A LEGEND TAKES OFF: The Southwest Spirit Is Born

2. GOLIATH MEETS DAVID: The Battle to Get off the Ground

3. THE BATTLE HEATS UP: Innovations Forged in the Fires of Competition

4. A MAVERICK EMERGES: The Creation of a Corporate Personality

PART II: BASICS GONE NUTS: Doing Business with a Southwest Twist

5. FLYING IN THE FACE OF CONFORMITY: Dare to be Disciplined, Reap the Rewards

6. “PROFESSIONALS” NEED NOT APPLY”: Hire For Attitude, Train for Skills

7. KILL THE BUREAUCRACY: Think Small, Act Fast

8. ACT LIKE AN OWNER: Ask Questions, Think Results

9. LEARN LIKE CRAZY: Stay Fresh, Stretch to Grow

10. DON’T FEAR FAILURE: Be Creative, Color Outside the Lines

Part III: NUTS GONE BASIC: Doing the Extra Special Exceptionally Well

11. ONE GREAT BIG FAMILY: Create a Legendary Culture

12. KEEPING THE SPIRIT ALIVE: Preserve What You Value

13. THE ART OF CELEBRATING MILESTONES: Revel in Your Accomplishments

14. CELEBRATING PEOPLE WITH BIG HEARTS: Honor Those You Love

15. STILL NUTS AFTER ALL THESE YEARS: Make Work Fun

16. LUV: More Than a Ticker Symbol

17. COMPASSION FOR THE COMMUNITY: Give Back – It’s the Right Thing

18. UNCONVENTIONAL ADVERTISING: Bending the Rules to Break a Great Story

19. CUSTOMERS COME SECOND: And Still Get Great Service

20. EMPLOYEES COME FIRST: Great Service Begins at Home

PART IV: THE LEGEND LIVES ON: Leadership Spices It Up

21. LEADERS LEADING LEADERS

22. LEADERSHIP FROM THE INSIDE OUT

23. GO NUTS!

Epilogue

Notes and Sources

Acknowledgements

Index