Nuts!: Southwest Airlines' Crazy Recipe for Business and Personal Success » (Reprint)

Kevin and Jackie Freiberg are principals of the San Diego Consulting Group, Inc., a professional speaking and management consulting firm whose clients include Merrill Lynch, the United States Marine Corp, Arthur Andersen, GTE, and Southwest Airlines.

Twenty-five years ago, Herb Kelleher reinvented air travel when he founded Southwest Airlines, where the planes are painted like killer whales, a typical company maxim is "Hire people with a sense of humor," and in-flight meals are never served--just sixty million bags of peanuts a year. By sidestepping "reengineering," "total quality management," and other management philosophies and employing its own brand of business success, Kelleher's airline has turned a profit for twenty-four consecutive years and seen its stock soar 300 percent since 1990.

Today, Southwest is the safest airline in the world and ranks number one in the industry for service, on-time performance, and lowest employee turnover rate; and Fortune magazine has twice ranked Southwest one of the ten best companies to work for in America. How do they do it?

With unlimited access to the people and inside documents of Southwest Airlines, authors Kevin and Jackie Freiberg share the secrets behind the greatest success story in commercial aviation. Read it and discover how to transfer the Southwest inspiration to your own business and personal life.

Foreword, by Tom Peters ..... xv
Prologue ..... xvii
Chapter 1: Nuts? ... You Decide ..... 2

Part I: A Legend Takes Off: The Southwest Spirit is Born

Chapter 2: Goliath Meets David: The Battle to Get Off the Ground ..... 14
Chapter 3: The Battle Heats Up: Innovations Forged in the Fires of Competition ..... 28
Chapter 4: A Maverick Emerges: The Creation of a Corporate Personality: ..... 36

Part II: Basics Gone Nuts: Doing Business Basics with a Southwest Twist

Chapter 5: Flying in the Face of Conformity: Dare to Be Disciplined, Reap the Rewards ..... 48
Chapter 6: "Professionals" Need Not Apply: Hire for Attitude, Train for Skills ..... 64
Chapter 7: Kill the Bureaucracy: Think Small, Act Fast ..... 74
Chapter 8: Act Like An Owner: Ask Questions, Think Results ..... 96
Chapter 9: Learn Like Crazy: Stay Fresh, Stretch to Grow ..... 112
Chapter 10: Don't Fear Failure: Be Creative, Color Outside the Lines ..... 128

Part III: Nuts Gone Basic: Doing the Extra Special Exceptionally Well

Chapter 11: One Great Big Family: Create a Legendary Culture ..... 144
Chapter 12: Keeping the Spirit Alive: Preserve What You Value ..... 156
Chapter 13: The Art of Celebrating Milestones: Revel in Your Accomplishments ..... 174
Chapter 14: Celebrating People With Big Hearts: Honor Those You Love ..... 190
Chapter 15: Still Nuts After All These Years: Make Work Fun ..... 202
Chapter 16: Luv: More Than Just a Ticker Symbol ..... 216
Chapter 17: Compassion for the Community: Give Back - It's the Right Thing to Do ..... 234
Chapter 18: Unconventional Advertising: Bending the Rules to Break a Great Story ..... 246
Chapter 19: Customers Come Second: And Still Get Great Service ..... 268
Chapter 20: Employees Come First: Great Service Begins at Home ..... 282

Part IV: The Legend Lives On: Leadership Spices It Up

Chapter 21: Leaders Leading Leaders ..... 298
Chapter 22: Leadership From the Inside Out ..... 312
Chapter 23: Go Nuts! ..... 320

Epilogue ..... 328
Notes and Sources ..... 330
Acknowledgements ..... 347
Index ..... 352