Herb Kelleher (the longest-serving CEO of Southwest) once told someone, “I can teach you the secret to running this airline in thirty seconds. This is it: We are THE low-fare airline. Once you understand that fact, you can make any decision about this company’s future as well as I can.
[...]
Kelleher’s Commander’s Intent is “We are THE low-fare airline.” This is a simple idea, but it is sufficiently useful that it has guided the actions of Southwest’s employees for more than thirty years.
- how to Commander's Intent﹖ example
- also, in a roundabout way: how to brand﹖