Keep costs low and spirits high, and the people of Southwest Airlines will keep LUV in the air.

Think small and act small, and we'll get bigger. Think big and act big, and we'll get smaller.

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

Your employees come first. And if you treat your employees right, guess what? Your customers come back, and that makes your shareholders happy. Start with employees and the rest follows from that.

You don't hire for skills, you hire for attitude. You can always teach skills.

If you're crazy enough to do what you love for a living, then you're bound to create a life that matters.

I'm here to tell you that I am proud of a couple of things. First, I am very good at projectile vomiting. Second, I've never had a really serious venereal disease.

A company is stronger if it is bound by love rather than by fear.

The important thing is to take the bricklayer and make him understand that he’s building a home, not just laying bricks.

The essential difference in service is not machines or 'things.' The essential difference is minds, hearts, spirits, and souls.

Treat your employees like customers.

What we need is more books to read.

To carry care to bed is to sleep with a pack on your back.

If you search and search and stop searching, then ultimately you'll find what you need. It is the experience of living.

My dad used to hunt ducks, and my mom would put them in the pot. We lived really modestly. We had very little money.

I have spoken so far only of the blissful visionary experience? But visionary experience is not always blissful. It's sometimes terrible. There is hell as well as heaven.

Going into a pregnancy is a really challenging time for a woman, because it's forever-changing, both mentally and physically.

Dude,” I said, leaning over the desk, “I’m about as psychic as a carrot.

Law is the safest helmet.

New York is in my DNA.

We ought to be guarded against every appearance of envy, as a passion that always implies inferiority wherever it resides.