Southwest Airlines' Crazy Recipe
For Business and Personal Success

Kevin & Jackie Freiberg

What Leading Experts Say About NUTS!

If you’re interested in making your employees and customers raving fans of your business, NUTS! is a must read. Kevin and Jackie Freiberg reveal Southwest’s success ingredients for building a company where people take personal responsibility for legendary customer service.

Ken Blanchard, Coauthor of The One Minute Manager and Empowerment Takes More Than a Minute

Required reading for every entrepreneur and aspiring entrepreneur! It’s the colorful, brash, exciting, often amazing story of how one of the country’s best managed businesses continues to be outrageously successful year after year while everyone from the top down has a blast.

Scott DeGarmo, Editor-in-Chief and Publisher, Success Magazine

The story of Southwest Airlines is as much fun to read as it is reader friendly and useful. I promise you, it’s a blueprint for all organizations that want to succeed-not just airlines.

Warren Bennis, Author of On Becoming a Leader, Distinguished Professor of Business Administration University of Southern California

We study almost 3,000 companies. The Southwest Airlines story, told in colorful detail at last, is undoubtedly one of the most important lessons in corporate America today. Do one thing, do it well, do it over and over and over again, and be true to your spirit-and you can beat the established industry giants. There is no better example of the importance of a simple, clear, and consistent vision in business success.

Gary E. Hoover, Founder of TravelFest, BOOKSTOP, and Hoover’s, Inc., Publisher of Hoover’s Company Profiles and

If you want to be a winner, read and learn from NUTS! It will inspire you and challenge you to create the heart of a champion.

Rudy Tomjanovich, Coach of the Houston Rockets

An original and innovative approach to business. Herb Kelleher and his team are responsible for one of the great success stories of this century.

David GlassPresident and CEO, Wal-Mart Stores, Inc.

NUTS! is a terrific read which chronicles the birth and path to prominence of an extraordinary organization. The Freibergs’ account of this amazing success story should be required reading for all managers and directors.

Richard C. Whiteley, Coauthor of Customer Centered Growth

Dare to be different! Read this book and you’ll learn that it’s all right to be original. Discover the power of sharing and caring in a loving manner at work. The commitment of the management team to these principles comes through loud and clear. I would have been proud to have been part of this corporation.

Betty Sinnock, Trust Officer, The Havana National Bank Coauthor of The Beardstown Ladies’ Common-Sense Investment Guide

Herb Kelleher is an extraordinary man. His leadership challenges people to grow and care about the people they work with and the communities they live in. It is a shining example for all leaders.

Robert H. Schuller, Founder and Senior Pastor Crystal Cathedral Ministries

NUTS! will take you on a roller coaster ride of emotions, laughing and crying, as you learn Southwest Airlines’ hot and spicy recipe for success. This exhilarating book is a wonderful treasure of information and inspiration for anyone-at any level in any organization.

Chip R. Bell, Author of Customers As Partners and Managers As Mentors

Operating a commercial airline is serious business, but that doesn’t mean it can’t be fun. Herb Kelleher and his colleagues at Southwest Airlines have proven that it can be fun and profitable. In some very turbulent times for airlines around the world, Southwest blazed its own trail to success. This people-friendly airline is worthy of study by any enterprise.

Phil Condit, President and CEO, The Boeing Company

A manual on leadership from the heart-a primer on how to deliver high-value service. The take-aways are clearly communicated. It shows how to bring a corporate strategy to life. The Freibergs have captured the spirit of a remarkable organization.

James L. Heskett, UPS Foundation Professor of Business Logistics Graduate School of Business, Harvard University

The family spirit and dedication to community service rings true. The people at Southwest are special people who have a loving relationship with the ‘House that love built.’ NUTS! shows why Southwest is the ‘airline that love built.’

Ken Barun, President and CEO, Ronald McDonald House Charities

Gives chapter and verse! A well-structured account of how to identify a market niche, jump on it, and concentrate on its success. An encouragement to those who believe that people give their best when you let them have a go and trust them.

Dipl.-Jng. Jürgen Weber, Chairman, Executive Board, Lufthansa German Airlines

A great book! I loved the recipes. Full of practical advice from one of America’s true success stories. It helps the reader get behind the headlines to truly understand how they pulled it off-and continue to pull it off. Shows how you can go NUTS! and dominate your market. I recommend it to anyone and everyone who runs an organization.

James A. Belasco, Professor, San Diego State University Author of Teaching the Elephant to Dance and Flight of the Buffalo

An excellent look at a company that shows how the funny line and the bottom line can intersect. There is a lot of love and laughter in the air at Southwest Airlines. NUTS! cracks the code to understanding every dimension of this out-of-sight company.

Joel Goodman, The HUMOR Project, Inc.

Managers wanting to lead and motivate people will find this book very informative and a lot of fun. It was a true pleasure to read about Southwest’s pure concern for their employees, pride in their employees, and trust in their employees.

David Grooms, President, Kyocera America, Inc.

This book is about a community of people who experience the joy, fulfillment, and sheer fun of throwing caution to the wind and themselves into a life of unabashed passion. It’s a crash course on management and entrepreneurship showing what risk taking and ingenuity combined can accomplish. NUTS! is about people who dare to love and who, in their loving, have found an aliveness that makes them more fully human. Light reading, but profound content.

Tony Campolo, Author of Everything You’ve Heard Is Wrong and Carpe Diem

An inspiring tale of the remarkable results possible when employees are liberated to take charge of the rules and have fun on the job. Herb Kelleher’s bold innovations stand out from the pack. This down-to-earth book offers valuable lessons about leadership-and profitability-to all who care about the future of their companies.

Rosabeth Moss Kanter, Author of World Class: Thriving Locally in the Global Economy

I’d like to make a power pitch for NUTS! It does a great job of telling the inside story of the best bigger-than-Texas success story I know. All of us can learn from Southwest’s fiercely competitive spirit and the way it treats employees and customers. Kevin and Jackie Freiberg have hit a home run.

Nolan Ryan

A wonderful book about spirit. The fighting spirit that kept Southwest going during the tough early years. The enthusiastic spirit that fuels the positively outrageous service by anyone who flies Southwest. The loving spirit that comes from the heart and enriches all they touch-employees, customers, and the communities they serve. Read and tap into the power of the Southwest spirit.

Wally Amos, Author of Watermelon Magic: Seeds of Wisdom, Slices of Life