"The rule at Southwest is, if somebody has an idea ...": Herb Kelleher, quoted in Katrina Brooker, "The Chairman of the Board Looks Back," Fortune, May 28, 2001, p. 70.

"We try to value each person individually at Southwest ...": Herb Kelleher, quoted in J. P. Donlan, "Air Herb's Secret Weapon," Chief Executive, July–August, 1999, p. 32.

"The culture of Southwest is probably its major competitive advantage....": Herb Kelleher, quoted in Author of Article? "How Herb Keeps Southwest Hopping," Money, June 1, 1999, pp. 61–62.

"Thinking like a small company ...": Herb Kelleher, Nuts (Austin, Texas: Bard Press, 1996), p. 78.

"Our esprit de corps is the core of our success....": Herb Kelleher, quoted in "Can Anyone Replace Herb," Fortune, April 17, 2000, pp. 186–192.

"If you're an altruistic, outgoing person ...": Herb Kelleher, quoted in John Huey and Geoffrey Colvin, "The Jack and Herb Show," Fortune, January 11, 1999, p. 163.

"We tell our people, 'Don't worry about profit. Think about customer service.' ...": Herb Kelleher, quoted in J. P. Donlan, "Air Herb's Secret Weapon," Chief Executive, July-August 1999, p. 32.

"If you create an environment where the people truly participate ...": Herb Kelleher, quoted in "A Culture of Commitment," Leader to Leader, March 1997.

"I think that even very hardheaded 'managers' ...": Herb Kelleher, Interview with author, January 29, 2002.

"Culture clash contributes to many of the failures ...": Herb Kelleher, Interview with author, January 29, 2002.

"Our officers, whom I consider the best in the business, are paid 30 percent less ...": Herb Kelleher, quoted in "A Culture of Commitment," Leader to Leader, March 1997, p. ?.

"We've tried to create an environment where people ...": Herb Kelleher, Nuts, p. 76.

"The bigger you get, the harder you must continually ...": Herb Kelleher, Nuts, p. 77.

Herb Kelleher's thoughts on culture enhancement were submitted, in writing, in response to questions by the author, January 29, 2002.