There’s a lot of reasons we continue to write about Southwest Airlines. What other company, let alone airline, do you know of that continues to make a profit 46 consecutive years and counting?

We ran into a Texan recently who recounted a story of their close friend, a SW Service Agent, who emphatically declared she would never leave her job at Southwest. “Never, never, never.” And we know why. We first learned about the kind-hearted, big-spirited, hard-working people at Southwest Airlines over 30 years ago. To this day, people are still curious about how Southwest continues to make a profit, attract talent, service their spirited employees and retain long-term loyal customers.

Southwest’s secret in a nutshell…they hire the right people and empower them to Do the Right Thing and practice the Golden Rule of treating others the way they want to be treated. Service does not have to be overly complicated. The details of how they do it still remain true today.