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"Corporate Culture is the present manifestation of the past. It guides behavior, gives a sense of identity, tells the corporate story and is the glue that holds the organization together."

One of the most important aspects of a company is the legend and lore that emerges from the past. The assertion that it's the "glue that holds the organization together," made by Kelleher is true.

There's nothing like the story of the past which makes people feel they're part of something bigger than themselves; that greatness is continuing on through the corporate lineage.

Something about that is tremendously inspiring and motivating to current employees. The idea of belonging, of the corporate culture becoming part of who your people are, is more powerful than can be imagined.

It's important to have myth and legend concerning the past of the company circulate among our people, and how it overcame obstacles to reach where it is today. It gives a sense of continuity and offers a guide on how to go ahead in today's world.

Corporate culture is far more than simply having a good place to work, it offers a framework and parameters which gives clues as to the road ahead for the company, as people move within them.

What's important here isn't the attempt to reproduce the past, which could hinder a company, rather it's telling stories of overcoming obstacles and what was the impetus behind guiding the decisions that were made. That's what's important for our people to know, and what will truly inspire them to bring the company to an increased greatness.

It's tapping into the spirit of the people in the company in the past, which has made the company what it is today.

Other Herb Kelleher Sources:

Special Event

Leadership: The Essential Herb Kelleher

The CEO as Brand Guardian

Herb's way

Speeches and Presentations from Southwest Leaders

Southwest Airlines: The Hottest Thing in the Sky

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