Start with why

Chapter 5: Clarity, Discipline and Consistency
70 
to take what Pacific Southwest was doing in California
: “PSA: Catch Our
Smile
;
The Story of Pacific Southwest Airlines
,”
 
http://catchoursmile.com/
.
70 
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/Fall%2006/SWA%20Rollin%20On.pdf
;
Katrina Brooker, “The Chairman of the Board Looks Back,” 
FORTUNE
, May
28, 
2001,
http://money.cnn.com/magazines/fortune/fortune_archive/2001/05/28/303852/index.htm
“We 
Weren’t 
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.

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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.
Shackleton, 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%20fact%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/2006/11/14/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.
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
.

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