Revealing the secrets behind the success of Southwest Airlines, one of the world's most successful companies, this book expands on the unusual strategies employed. Southwest reinvented air travel 26 years ago with its low fares and zany, irreverent style. These nuts made flying an event. Today Southwest keeps air fares rock bottom by keeping costs low, satisfies customers by getting people and baggage to their destination on time, practises the Golden Rule at work and in the communities it serves and has one of the best productivity and safety records in the industry. This book aims to provide a model for managers who want to motivate, liberate and appreciate their staff, gaining returns as a result. The authors recount the events and cast which have shaped the culture and character of this legendary airline and show just what a difference a bit of ingenuity can make to a company's people and performance.