... of Kelleher's leadership attributes is to keep things simple and establish a clear direction of communication. Their fares are simple, generally just two prices (peak and off peak) and they have an uncomplicated back-and-forth schedule that keeps their planes in the air nearly 12 hours a day, far above the industry average. Southwest's formal systems are backed up by a highly supportive informal culture that is aligned with the formal system. The company has developed an underdog spirit and maintains a culture of martyrdom fed by the belief that they are upstarts persecuted by the bullies of the industry. They never lose sight that the passenger is paramount. Another attribute is to remain calm in the midst of crisis. Herb Kelleher is a master at turning crisis into a cause. Everything about Southwest's struggle to get off the ground challenged his beliefs about what America stood for but he ...

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