Having a clear purpose can help an organisation make better decisions. Southwest Airlines’ purpose to ‘democratise the skies’ helped the airline add over $1 billion to their bottom line, despite a slump in the profitability of the airline industry. This week, Mark tells us how through the story of the airline’s ‘Bags Fly Free’ campaign. 

The story contains a number of meaningful business points, including: a clear purpose can lead to better decisions; and company values should be taken seriously, particularly as decision making becomes more complicated and its outcomes less predictable.