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#14 How Herb Kelleher Built Southwest Airlines with Heart
In a world where most CEOs wore suits and spoke in corporate jargon, Herb Kelleher showed up in a t-shirt, laughed loudly, and built one of the most successful airlines in history by doing everything the “experts” said was crazy.
This episode explores the remarkable story of Herb Kelleher, the legendary co-founder and longtime CEO of Southwest Airlines, and how his unconventional leadership reshaped the airline industry—and American business itself.
When Kelleher and his small team set out to launch Southwest in the early 1970s, they didn’t have the money, planes, or political backing to compete with industry giants. What they did have was heart, humor, and a belief that people—not profits—should come first. Their mission was simple but revolutionary: make flying affordable for everyone.
It wasn’t easy. Before a single plane could take off, Herb fought four years of legal battles against powerful competitors who tried to keep Southwest grounded. He outworked and outwitted his opponents with his trademark mix of toughness and charm—once famously saying he’d “settle this in an arm-wrestling match” instead of a courtroom. That line wasn’t a joke; it was his philosophy. Keep things human. Keep it fun. Keep moving forward.
Herb rejected corporate formality. Titles didn’t matter. What mattered was culture. He created an airline where employees were encouraged to laugh, serve, and be themselves. While other airlines spent millions on consultants, Herb was busy throwing company parties and personally handing out drinks on flights. The message was clear—if you take care of your people, they’ll take care of your customers.
That belief became the foundation of Southwest’s “Warrior Spirit, Servant’s Heart, and Fun-LUVing Attitude.” Herb and his team didn’t need complex management programs like TQM or reengineering. Their culture was their operating system. And the results proved it worked: for decades, Southwest remained profitable when nearly every other airline lost money.
As Kent Taylor of Texas Roadhouse once said, the book Nuts: Southwest Airlines’ Crazy Recipe for Business and Personal Success changed his entire philosophy on culture and leadership. Taylor credits that book—and Herb’s example—for helping him turn around his struggling restaurant chain. That influence continues to ripple across industries today.
Herb’s leadership style was rooted in service, authenticity, and accessibility. He was known to spend as much time with mechanics and baggage handlers as with his executive team. He answered his own phone. He listened. And he loved his people. His long-time colleague, Colleen Barrett, once said, “The warrior mentality—the fight to survive—is what created our culture at Southwest.”
But what made Herb truly rare was that he never let success change him. Even as Southwest grew from three planes to hundreds, he kept his humility and humor intact. He avoided the traps of ego and bureaucracy. He built a company that was fun to work for—and even more fun to fly.
At the heart of this episode is a lesson every entrepreneur can take to heart: culture isn’t something you write on a wall; it’s something you live every day. Herb Kelleher proved that business doesn’t have to be cold or impersonal. It can be joyful, human, and wildly successful—all at the same time.
Herb’s legacy isn’t just an airline. It’s a reminder that passion, laughter, and love can build enduring companies—and that sometimes, being “nuts” is exactly what greatness requires.
Deeply Driven Books (Amazon Affiliate) - 100% of commissions will be donated to help support Children’s Literacy!
https://amzn.to/45R6rxC
Past Episodes Mentioned
#7 Elon Musk - Birth of SpaceX (What I Learned)
https://apple.co/4oaLu7D
Kent Taylor and his Texas Roadhouse Dream
https://apple.co/3L79jOV
Sam Walton: Simple Ideas & Deep Business Impacts
https://apple.co/4n1bQaz
If you enjoyed this episode, please leave us a review. It would greatly help the show and we thank you in advance for all your tremendous support.
Deeply Driven Newsletter
Welcome!
Deeply Driven Website
Deeply Driven
X
Deeply Driven (@DeeplyDrivenOne) / X
Substack
https://larryslearning.substack.com/
Thanks for listening friends!
View all episodes
By Deeply Driven Podcast | Insights into Business History and EntrepreneurshipIn a world where most CEOs wore suits and spoke in corporate jargon, Herb Kelleher showed up in a t-shirt, laughed loudly, and built one of the most successful airlines in history by doing everything the “experts” said was crazy.
This episode explores the remarkable story of Herb Kelleher, the legendary co-founder and longtime CEO of Southwest Airlines, and how his unconventional leadership reshaped the airline industry—and American business itself.
When Kelleher and his small team set out to launch Southwest in the early 1970s, they didn’t have the money, planes, or political backing to compete with industry giants. What they did have was heart, humor, and a belief that people—not profits—should come first. Their mission was simple but revolutionary: make flying affordable for everyone.
It wasn’t easy. Before a single plane could take off, Herb fought four years of legal battles against powerful competitors who tried to keep Southwest grounded. He outworked and outwitted his opponents with his trademark mix of toughness and charm—once famously saying he’d “settle this in an arm-wrestling match” instead of a courtroom. That line wasn’t a joke; it was his philosophy. Keep things human. Keep it fun. Keep moving forward.
Herb rejected corporate formality. Titles didn’t matter. What mattered was culture. He created an airline where employees were encouraged to laugh, serve, and be themselves. While other airlines spent millions on consultants, Herb was busy throwing company parties and personally handing out drinks on flights. The message was clear—if you take care of your people, they’ll take care of your customers.
That belief became the foundation of Southwest’s “Warrior Spirit, Servant’s Heart, and Fun-LUVing Attitude.” Herb and his team didn’t need complex management programs like TQM or reengineering. Their culture was their operating system. And the results proved it worked: for decades, Southwest remained profitable when nearly every other airline lost money.
As Kent Taylor of Texas Roadhouse once said, the book Nuts: Southwest Airlines’ Crazy Recipe for Business and Personal Success changed his entire philosophy on culture and leadership. Taylor credits that book—and Herb’s example—for helping him turn around his struggling restaurant chain. That influence continues to ripple across industries today.
Herb’s leadership style was rooted in service, authenticity, and accessibility. He was known to spend as much time with mechanics and baggage handlers as with his executive team. He answered his own phone. He listened. And he loved his people. His long-time colleague, Colleen Barrett, once said, “The warrior mentality—the fight to survive—is what created our culture at Southwest.”
But what made Herb truly rare was that he never let success change him. Even as Southwest grew from three planes to hundreds, he kept his humility and humor intact. He avoided the traps of ego and bureaucracy. He built a company that was fun to work for—and even more fun to fly.
At the heart of this episode is a lesson every entrepreneur can take to heart: culture isn’t something you write on a wall; it’s something you live every day. Herb Kelleher proved that business doesn’t have to be cold or impersonal. It can be joyful, human, and wildly successful—all at the same time.
Herb’s legacy isn’t just an airline. It’s a reminder that passion, laughter, and love can build enduring companies—and that sometimes, being “nuts” is exactly what greatness requires.
Deeply Driven Books (Amazon Affiliate) - 100% of commissions will be donated to help support Children’s Literacy!
https://amzn.to/45R6rxC
Past Episodes Mentioned
#7 Elon Musk - Birth of SpaceX (What I Learned)
https://apple.co/4oaLu7D
Kent Taylor and his Texas Roadhouse Dream
https://apple.co/3L79jOV
Sam Walton: Simple Ideas & Deep Business Impacts
https://apple.co/4n1bQaz
If you enjoyed this episode, please leave us a review. It would greatly help the show and we thank you in advance for all your tremendous support.
Deeply Driven Newsletter
Welcome!
Deeply Driven Website
Deeply Driven
X
Deeply Driven (@DeeplyDrivenOne) / X
Substack
https://larryslearning.substack.com/
Thanks for listening friends!