Earlier quoted context omitted.
Southwest had a really memorable slogan: “wheels up” and the business really rallied around that priority ruthlessly for many years. It was pretty cool and gets used in business analysis as an example a lot about how to achieve big goals.
One such (very lightweight) analysis: https://www.cnbc.com/id/43768488 It really is a great systems thinking story. Set the overall context and goal and then figure out how to optimize for the thing that drives results.
Kelleher (a lawyer by training) ran a private practice while litigating a 3-year lawsuit against airline incumbents at the time... before Southwest flew its first flight in Texas.
And when asked "Why?" As in, why didn't you stop, return to law, or do something easier, he basically said "Because it didn't seem fair. Or right. That they could keep us from flying."
I'm sure he had his fair share of sharp business decisions, but he came across as a truly great human being.
[0] https://www.stitcher.com/podcast/national-public-radio/how-i...