Start and Stay with Your Living System


The airline industry is a tough place to make a buck: too many competitors, price-sensitive customers, high capital intensity, boom-or-bust cyclicality, powerful suppliers, and often intransigent unions. But, Herb Kelleher, the co-founder and chairman of Southwest Airlines, did it.

From its start in 1971, Southwest has grown into the fourth-largest airline in the United States, with thirty consecutive years of profitability, in an industry in which no other company has been profitable for even five straight years. Total shareholder returns during that period were almost double ...

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