|
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! |
|
|
Epilogue
|
|
|
Notes and Sources |
|
|
Acknowledgements
|
|
|
Index |
