Table of Contents
1. NUTS? YOU DECIDE
PART I: A LEGEND TAKES OFF: The Southwest Spirit Is Born
2. GOLIATH MEETS DAVID: The Battle to Get off the Ground
3. THE BATTLE HEATS UP: Innovations Forged in the Fires of Competition
4. A MAVERICK EMERGES: The Creation of a Corporate Personality
PART II: BASICS GONE NUTS: Doing Business with a Southwest Twist
5. FLYING IN THE FACE OF CONFORMITY: Dare to be Disciplined, Reap the Rewards
6. “PROFESSIONALS” NEED NOT APPLY”: Hire For Attitude, Train for Skills
7. KILL THE BUREAUCRACY: Think Small, Act Fast
8. ACT LIKE AN OWNER: Ask Questions, Think Results
9. LEARN LIKE CRAZY: Stay Fresh, Stretch to Grow
10. DON’T FEAR FAILURE: Be Creative, Color Outside the Lines
Part III: NUTS GONE BASIC: Doing the Extra Special Exceptionally Well
11. ONE GREAT BIG FAMILY: Create a Legendary Culture
12. KEEPING THE SPIRIT ALIVE: Preserve What You Value
13. THE ART OF CELEBRATING MILESTONES: Revel in Your Accomplishments
14. CELEBRATING PEOPLE WITH BIG HEARTS: Honor Those You Love
15. STILL NUTS AFTER ALL THESE YEARS: Make Work Fun
16. LUV: More Than a Ticker Symbol
17. COMPASSION FOR THE COMMUNITY: Give Back – It’s the Right Thing
18. UNCONVENTIONAL ADVERTISING: Bending the Rules to Break a Great Story
19. CUSTOMERS COME SECOND: And Still Get Great Service
20. EMPLOYEES COME FIRST: Great Service Begins at Home
PART IV: THE LEGEND LIVES ON: Leadership Spices It Up
21. LEADERS LEADING LEADERS
22. LEADERSHIP FROM THE INSIDE OUT
23. GO NUTS!
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