Start With Why

In nearly every way, King and Kelleher were opposites:
Matt Malone, "In for a 
Landing," Portfolio.com, August 2008, http://www.portfolio.com/executives/ 
features/2008/07/16/Q-and-A-with-Southwest CEO-Kelleher; Joseph Guinto, 
"Rollin On,"
Southwest Airlines Spirit,
June 2006, http://macy.ba.ttu.edu/ 
FaU%2006/SWA%20Rollin%200n.pdf; Katrina Brooker, "The Chairman of the 
Board Looks Back,"
FORTUNE,
May 28, 2001, http://money.cnn.com/maga 
zines/fortune/fortune_archive/2001/05/28/303852/index.htm; "We Weren't 

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Index 
259 
Just 
Airborne 
Yesterday," 
http://www.southwest.com/about_swa/airborne.html. 
71
In the early 1970s, only 15 percent of the traveling population traveled by air. 
Brian 
Lusk, Southwest Airlines manager of customer communications, personal 
correspondence, February 2009. 
72

Howard Putnam, one of the former presidents of Southwest.
Howard Putnam, 
personal interview, October 2008.
 
Chapter 6: The Emergence of Trust
83

Throughout the 1980s, this was life at Continental Airlines
: Gordon Bethune, 
From 
Worst to First: Behind the Scenes of Continental's Remarkable Comeback. 
New York: 
John Wiley and Sons, 1999.
 
83

Happy employees ensure happy customers:
Kevin Freiberg and Jackie Freiberg, 
Nuts! Southwest Airlines' Crazy Recipe for Business and Personal Success.
New 
York: Broadway, 1998.
 
85

"You don't lie to your own doctor
": Gordon Bethune, personal interview, January 
2009.
91

The cost... would be about $250,000:
"Shackleton Plans Record Polar Trip,"
New 
York Times
, December 30,1913.
91

Donations from English schoolchildren paid for the dog teams:
"Ernest H. Shack-
leton, 1874-1922" South-Pole.com, www.south-pole.com/p0000097.htm.
91

Just a few days out of South Georgia Island:
http://www.pbs.org/wgbh/nova/ 
shackleton/1914/timeline.html.
91
"like an almond in a piece of toffee":
Paul Ward, "Shackleton, Sir Ernest (1874-
1922)," 
Cool 
Antarctica, 
http://www.coolantarctica.com/Antarctica%20 
fact%20file/History/Ernest%20Shackleton_Trans-Antarctic_expedition2 .htm. 
92
"Men
 wanted for Hazardous journey 
Nova Online, http://www.pbs.org/wgbh/ 
nova/shackleton/1914/team.html. 
94

In the 1970s, Southwest Airlines decided to put their flight attendants in hot pants: 
Howard Putnam, personal interview, October 2008.
 
96
 
Langley assembled some of the best and brightest minds of the day.
James Tobin, 
To 
Conquer the Air: The Wright Brothers and the Great Race for Flight.
New York: Free 
Press, 2004.
 
97
 
Langley saw the airplane as his ticket to fame and fortune:
Tobin, personal 
interview, February 2009.
 
97
"Wilbur and Orville were true scientists
": Tobin, personal interview, February 
2009. 
98
 
He found the defeat humiliating:
Tobin,
 To Conquer the Air. 
101
Southwest Airlines is famous for pioneering the ten-minute turnaround: 
Paul 
Burnham Finney, "Loading an Airliner is Rocket Science,"
New York Times
, 
November 
14, 
2006, 
http://travel2.nytimes.com/2006/ll/14/business/ 
14boarding.html?pagewanted=print.
103 "
People at the London end of Barings":
Nick Leeson and Edward Whitley.
 Rogue 
Trader: How I Brought Down Barings Bank and Shook the Financial World. 
New 
York: Little, Brown and Company, 1996.
 

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Index 
260 
105
 
Southwest will not tolerate customers who abuse their staff.
Freiberg and Freiberg, 
Nuts! 
106
A
one-star general, John Jumper was an experienced F-15 pilot:
General Lori 
Robinson, personal interview, October 2008. 
108
he served as chief of staff of the U.S. Air Force from 2001 to 2005:
http://www 
.af.mil/bios/bio.asp?bioID=5986.
 
108
Now herself a brigadier general in the Air Force:
http://www.af.mil/bios/bio 
.asp?bioID= 10439.
 
Chapter 7: How a Tipping Point Tips 
115
 
In 2000, Malcolm Gladwell created his own tipping point
Malcolm Gladwell,, 
The 
Tipping Point: How Little Things Can Make a Big Difference.
New York; Back Bay 
Books, 2002.
 
116
 
Everett M. Rogers was the first to formally describe how innovations spread through 
society.
Everett M. Rogers,
 Diffusion of Innovations.
New York: Free Press, 2003.
 
116
 
Geoffrey Moore expanded on Rogers's ideas to apply the principle to high-tech product 
marketing:
Geoffrey A. Moore,
 Crossing the Chasm.
New York: Collins, 2002. 
122 In 1997, TiVo was racing to market with a remarkable new device:
John Markoff, 
"Netscape Pioneer to Invest in Smart VCR,"New
 York Times,
November^, 1998, 
http://query.nytimes.com/ gst/
fullpage.html?res=9F0DE0D6133EF93AA35752 
C1A96E958260.