Learn how Herb Kelleher at Southwest and Michael O'Leary at Ryanair inverted the airline industry by focusing on short-haul flights, secondary airports, and extreme levels of cost minimization. By taking the opposite approach of incumbents, Herb Kelleher & Michael O'Leary created significant value for customers, employees, and shareholders. At the end of the episode, I share some related questions that may help you think differently about your own business.