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Your employees come first. And if you treat your employees right, guess what? Your customers come back, and that makes your shareholders happy.

cultureleadership— Fortune interview, 2001
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We've always known that profits are important, but we've never thought that profits were the purpose.

businessculture— Leadership conference, 1997
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The business of business is people — yesterday, today, and forever.

cultureleadership— Southwest Airlines internal memo, 1988
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Fun is a stimulus to human creativity.

cultureinnovation— Southwest Airlines speech, 1993
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We have a strategic plan. It's called doing things.

actionbusiness— Various speeches, 1995