"Be faithful and devoted."
To me, to be faithful and devoted implies integrity. Someone with integrity and is true to themselves, will have the fruits of faithfulness and devotion to a company that comes with it.
This may sound old fashioned to some, but not that long ago, Southwest Airlines (LUV) was considered one of the greatest companies in the world, among almost every demographic and student of business. They were also considered one of the ultimate case studies in how to run a business there was, as people everywhere were writing them up and giving them tremendous publicity for free.
So to see something like being faithful and devoted to the company and each other as one of the major attributes Herb Kelleher thought of as being extremely important to their success, reveals that it in truth was important and essential to the success of the quirky airline.
Part of that is generated from the culture that was cultivated at Southwest. The way people had fun and took care of one another, dripped down on their customers, and created not just a faithfulness and devotion in one area, but customers, workers and leadership all embraced and lived that for one another.
When that is part of a business and its people, workers will do almost anything to make things work for each other, customers and management. Problems that arose were tackled immediately and people were given the tools and permission to take care of those problems.
The result was success unprecedented in the airline industry, which was notorious for providing no value to its investors, as year after year Southwest Airlines turned a profit; something unheard of among the airlines.
Other Herb Kelleher Sources:
Herb Kelleher on the Record, Part 1
Belief Model for The Leadership of Herb Kelleher (Southwest Airlines)
Herb Kelleher, Chairman, CEO and President, Southwest Airlines
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