
36 • e Process Mind
illuminating is the fact that Amazon, despite $61 billion in sales, only had
$82 million in prot in the rst quarter of 2013,
23
which tangibly makes the
point that they focus on customer value, not shareholder value.
THE PROCESS MIND AT SOUTHWEST AIRLINES
ere are other business models driven by process-focused operat-
ing systems that have been quite successful. Going back to the mid-
1990s, we can learn a lot about process thoughtware from Southwest
Airlines. Southwest Airlines’ business model gave birth to hundreds of
discount airlines around the globe and today there are well over a hun-
dred, self-claimed discount airli ...