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

cultureleadershipFortune interview, 2001

We've always known that profits are important, but we've never thought that profits were the purpose.

businesscultureLeadership conference, 1997

The business of business is people — yesterday, today, and forever.

cultureleadershipSouthwest Airlines internal memo, 1988

Fun is a stimulus to human creativity.

cultureinnovationSouthwest Airlines speech, 1993

We have a strategic plan. It's called doing things.

actionbusinessVarious speeches, 1995