Southwest was conceived in 1967, folklore says it all happened on a napkin. Rollin King, a client of Kelleher, then a lawyer had an idea for a low-fare, no-frills airline to fly between major Texas cities. He doodled a triangle on the napkin, labeled the points Dallas, Houston, and San Antonio, Texas. King's idea was to offer flights with fares so low, people would choose to fly instead of drive to those destinations. And thus, the tale of Southwest Airlines began.

In the early years, Southwest faced other legal battles. Dallas Love Field, where Southwest began, is close to downtown Dallas, and could not geographically expand at the very time when air traffic was increasing. A new major facility, Dallas/Ft. Worth International, repl

When unfortunate natural or man-made disasters occur, Southwest offers its support and services in the best way it knows how. Free tickets to effected family members, supplies delivery, financial support, and employee assistance are some of the ways Southwest attempts to assist in such horrible circumstances.

By focusing on the key discriminating factors of both flying and driving, and eliminating or reducing everything else, Southwest has inserted itself creatively between airlines and surface transport, thereby creating a new and highly profitable market.

8. It is difficult to change someone's attitude, so hire for attitude and train for skill.

* Quick turnarounds mean large number of departures / day

*Public relations when entering a new city

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