Chapter 8. Culture

There is a culture associated with every organization—positive or negative. Kevin Freiberg would say it's an organization's DNA. Get it right and not only do you save money, but also you will find that ordinary employees deliver extraordinary results.

Southwest Airlines is a great example. Many have tried to replicate its business model, but all have failed. Copying a process is relatively easy. Replicating the "spirit of freedom" Southwest is known for is difficult. Kevin used a heart-moving story to demonstrate.

It was 9/11. On that morning it wasn't clear whether it would be an East Coast, then West Coast attack. It wasn't clear if American and United were the only airlines used in the attack.

Southwest was trying to account ...

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