- Keep your profit-making assets working. Since an airplane can earn money only while it’s in the air, Southwest does all it can to keep its planes flying.
- Grow slowly and profitably. Southwest established its profitability as a regional carrier and expanded prudently.
- Stick with your unique selling proposition. People know that Southwest offers quality, low-cost travel. Despite its growth, Southwest has never tossed that formula aside.
- Invest in your people. After the World Trade Center attacks, other airlines were laying off thousands of employees. Southwest kept every one on the job.
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