Colleen Barrett, who has assumed Kelleher's title of president, summed up one of the primary reasons for the company's success: "Southwest is a cause, not a career."
The last post on Kelleher and Southwest Airlines (LUV) we talked the company being built into something far beyond someone that offered products and services, they had become a "cause" to many.
As Colleen Barrett said, "Southwest is a cause, not a career." I like this because I've always hated that word "career." There's something very shallow, superficial and artificial in it to me. A cause though, that's something which from the word itself stirs something within you.
So not only were the consumers made believers in this way, as we talked about, but as a result of Kelleher truly believing this and making believers out of those around him, he was able to transfer that eventually to the customers who became believers because those working for Southwest truly believed it as well. This is something that's impossible to hide or keep to yourself once it catches on.
All the great managers and leaders are able to do this with their people. That's why Kelleher always said his employees were always No. 1 with him. He understood that when they were on board and embraced what Southwest was meant to be, all the rest would fall into place as far as financials and customer service went.
When our people consider the company far more than a business, it isn't difficult for that to filter down and create success like Kelleher did with Southwest. The bottom line with all of this is that Kelleher wasn't just saying all of this as a marketing ploy, he legitimately, truly believed this. It's the only thing that could have brought the results that Southwest achieved in an historically underperforming industry.
This isn't something that can be brought to an ad agency and brought about by advertising. That can only work if it's true to what the company and it's people really believe and are.
Other Herb Kelleher Sources:
ENTREPRENEURS: BORN OR MADE? A CONVERSATION WITH HERB KELLEHER OF SOUTHWEST AIRLINES
Herb Kelleher An Entrepreneur For All Seasons
Herb Kelleher: The Thought Leader Interview
Sponsored link: The outsourcing every manager requires - Tampa Locksmith
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