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S  A: Deliberate Success Through People © ARTICLE 3 S A: Deliberate Success through People © Written by G. Eric Allenbaugh, Ph.D. ©2003, Revised 2009 ADAPTED FROM DELIBERATE SUCCESS: Turning PURPOSE and PASSION Into PERFORMANCE Results© ARTICLE 3: “Southwest Airlines: Deliberate Success through People”© S A: Deliberate Success through People© Southwest Airlines clearly demonstrates its Because of the consistent and remarkable results commitment to both their internal and external that Southwest Airlines achieves, I wanted to learn customers. And it just as clearly identifies its more. So I spent a few days at their corporate internal customers – its employees – as the more office exploring and experiencing their culture. important of the two. By doing a particularly Upon entering their corporate headquarters good job of empowering employees and creating in Dallas, four items immediately caught my a positive working environment, the employees, attention. Each of these made bold statements in turn, do a particularly good job of serving the about how much they value employees: passengers. When the customers are served well, they come back! And that’s how Southwest 1. “Triple Crown Award.” Within feet of the Airlines has attained such an enviable position in front entrance, a trophy case prominently Corporate America. displayed the “Triple Crown Award.” For five consecutive years, the U.S. Department Southwest Airlines attained more than three of Transportation awarded Southwest Airlines decades of consecutive profitability while, in with having the fewest customer complaints, recent years, receiving national recognition for best baggage handling, and best on-time performance. being both the preferred airline by passengers and the preferred employer by employees. They Having won the “Triple Crown” for four have become a corporate role model for attaining consecutive years, Herb Kelleher, Chairman great results on both The Bottom Line of Southwest, challenged the employees and The Human Element. to make it five in a row. Herb tapped into the Southwest “Warrior Spirit” that had so “Profit is the applause you get successfully moved the airline through prior for satisfying customer needs and challenges. He promised employees that casual wear would be permanent at Southwest creating a fulfilling work environment.” if they successfully met the five-year Ken Blanchard challenge. Additionally, the interior of www.Allenbaugh.com 2. ©2003 G. Eric Allenbaugh, Ph.D. (revised in 2009) ARTICLE 3: “Southwest Airlines: Deliberate Success through People”© a Southwest plane would be painted to spirit, boundless energy, immense goodwill, include the names of all Southwest employees. and burning desire to excel. A “Gimme 5” campaign immediately sprung up as employees accepted the challenge. “Our thanks – and our love – to the people Today you will note that Southwest employees of Southwest Airlines for creating a marvelous wear casual clothing – and a special Southwest family and wondrous airline.” airplane has all of their names inscribed in the interior. 4. The Personal Touch. Having been in 2. The “People Department.” Southwest honors numerous corporate offices throughout the people, whether passengers or employees. country, I typically see a few select, large And it shows in everything they do. Off to the professional photographs of serious-looking left of the main lobby, a “People Department” corporate executives and board members. It’s sign welcomes applicants into cheerful almost like their eyes follow you down the hall. surroundings. Even a popcorn machine announces its presence with the fresh smell Like most things at Southwest, however, things of hot-buttered popcorn available to staff are different at their corporate headquarters. and applicants. Not your typical “Human Photographs of employees, their families, Resources” department, the Southwest and even their pets covered hallway walls environment emphasized festive, friendly, and throughout the corporate office. One full-time fast service – similar to their flights. Their employee frames and mounts photographs “hire for attitude, train for skill” philosophy of employees and Southwest celebrations. manifests itself in every aspect of the physical Everywhere you look, you see the Southwest surroundings and in their operations. A spirit manifest in bright eyes and smiling faces. Southwest “People Department” executive said to me: “We consider everyone we hire to be a leader.” Notice their high expectations right from the start. “At Southwest Airlines, we would rather have a company 3. Herb’s Message. Herb Kelleher consistently bound by love than bound by fear.” demonstrates the value of honoring employees Herb Kelleher, Chairman and understands the impact engaged employees Southwest Airlines have on customer service. A large sign in the main lobby prominently displays Herb’s message: “The people of Southwest Airlines are the Some might dismiss this emphasis on the personal creators of what we have become – and touch as frivolous. Take another look, however. of what we will be. By paying genuine attention to The Human Element, Southwest has enjoyed more than three “Our people transformed an idea into a legend. consecutive decades of profitability, earned the That legend will continue to grow only so long most-favored airlines ranking by passengers, as it is nourished – by our people’s indomitable and earned placement in the top four corporate www.Allenbaugh.com 3. ©2003 G. Eric Allenbaugh, Ph.D. (revised in 2009) ARTICLE 3: “Southwest Airlines: Deliberate Success through People”© rankings as the employer of choice. Does The Building a Spirit of Partnership, an important part Human Element count? You bet! of the Southwest culture, is a way of both being and doing. When practiced with conscious intention, the intangible quality of partnership creates a climate of trust and open communication while generating The Southwest Culture significant bottom line results. Building that positive, trusting relationship with employees, vendors, and customers becomes an art form for the value-driven “It’s not a job, it’s a crusade!” This Southwest Southwest associates. slogan captures the essence of their strong culture. In the forward of Nuts!, Freiberg and Freiberg’s Even employer-union relationships at Southwest tantalizing book about Southwest Airlines, Tom Airlines demonstrate a Spirit of Partnership. In a Peters wrote about their culture: highly unionized environment (approximately 85% of the employees belong to one of several unions), “How has Southwest done all this? It’s not one would expect significant employer-union rocket science — keep costs low, productivity conflict. Not so. In a “Southwest Airlines Culture high, service positively outrageous, and black Workshop” session I attended at the corporate ink on the financial statement. Three extra office, Colleen Barrett, President & Chief Operating special things I see: being crazy enough to Officer, made it clear: “The unions are our partners follow an unorthodox vision, being courageous — we treat them like one of the family.” Remarkable enough to allow people to have fun and be things happen when people co-create an environment ‘real’ people who love and care at work, and of mutual respect. being smart enough to recognize that their most valuable assets are their people and the When a “Spirit of Partnership” permeates the culture they create. Southwest never forgets it organization, people actively seek ways to enhance is in the people business — the company just working relationships while producing even happens to operate an airline.” more effective bottom line results. Rather than competing against each other, associates channel At Southwest, development of the culture is their competitive spirit into being the best they not left up to chance. In each of the many cities can. This spirit produces extraordinary bottom-line in which Southwest operates, the airline has results while contributing to an even more fulfilling its own Culture Committee, and each seeks to working environment. capture and promote the coveted Southwest way of doing business. They carefully nurture and The “Warrior Spirit,” another key component of orchestrate their culture to produce sustainable the Southwest culture, becomes one of their most and consistent results throughout the organization. effective resources when challenged by external Cultural development is clearly a fundamental forces. Instead of pulling apart under pressure, they responsibility of leadership at Southwest Airlines. pull together in taking on competitive challenges. And it pays off. Time and time again, the “Warrior Spirit” energizes www.Allenbaugh.com 4. ©2003 G. Eric Allenbaugh, Ph.D. (revised in 2009) ARTICLE 3: “Southwest Airlines: Deliberate Success through People”© associates to successfully address major issues. Colleen Barrett’s perspective This spirit is not an accident, but a deliberate on the “Warrior Spirit” result of ongoing cultural development efforts to foster “partnership” — from the very moment Some months after participating in the Southwest of hire to the many celebrations they conduct to Airlines cultural workshop, I invited Colleen honor employees. The Southwest Airlines culture Barrett to submit a brief article describing the epitomizes alignment between the company and culture and “Warrior Spirit” of the airline. She the employees at the deepest level. generously responded with the following article that I trust you will find to be of high value: The Southwest Airlines way came into sharp focus when a
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