When Herb Kelleher set up SouthWest Airlines back in the 1970's no one within the industry would take him, or it, seriously. Now, more than 25 years later, everyone is being forced to take note. For the first time the story of this remarkable venture is revealed in full. In what has been described as a crash course for management, the Freibergs recount the events and cast which have shaped the culture and character of ths legendary airline and shows what a little bit of ingenuity can do.