A Note from Our Values Help Us Succeed

Our People, and the way our People treat each other and our Customers, are the Heart of Southwest Airlines. In our Company Values, we break it out like this:

• Me (How I Show Up)

• We (How We Treat Each Other)

• Southwest (How Southwest Succeeds)

Those may sound basic. In fact, I hope so! We were intentional in keeping them straightforward, but they’re absolutely essential. I believe how we show up and how we treat each other are as fundamental to who we are as low fares and getting folks to where they need to be. And together, they determine our success.

How We Show Up

How we all show up is essential in providing a sense of belonging and how our Customers feel about us. When I say “show up,” I mean how we behave, the attitudes we bring to work, and the high standards for ourselves and each other. Have high expectations for yourself, and build up your Cohearts to have high expectations too.

When we show up as the best version of ourselves, we demonstrate a strong work ethic, take initiative, and choose to do the right thing. And as always, we don’t take ourselves too seriously and keep everything in perspective. After all, a Fun-LUVing Attitude is part of our Employee Promise!

How We Treat Each Other

Teamwork is a big part of how we treat each other and work together— it’s looking out for the needs of others and other Teams before looking out for yourself or your own Team. Think about it this way: What does this Customer need? What do my Fellow Employees need? What can I do to assist another Team before thinking about what I want or need?

It goes back to The Golden Rule that our President Emeritus Colleen Barrett loved to discuss—intentionally treating each other how we want to be treated. It’s so important. Our Founder, Herb Kelleher, warned that division—a lack of Teamwork and the presence of tribalism—had more potential to destroy Southwest Airlines than any external factors. That’s why we embed it in our Values and talk about it so often.

How Southwest Succeeds

Have you ever noticed that the success of Southwest is third on our area of Values, and our People are first? Southwest succeeds, in large part, because of our People and how you show up for yourselves—and each other—every day.

Southwest is a great and unique Company—not just a great and unique airline—a great Company. But, just like every Company in the world, we’re a work in progress. We’re growing and evolving; we’re committed to always moving forward and improving. I’m confident we can—and will—succeed as we continue to live out our Values. So, as we move forward and evolve, let’s do so with a renewed commitment to our Values, which have guided us for 52 years … and counting!

Photo: Southwest Business Associate Account Services Consultant Toyin Oluwole displays a perfect blend of pride and humility as she celebrates earning an Associates of Arts in Multidisciplinary Studies. In her SWA Culture Facebook post she shared, “... There’s nothing I cannot do, and there sure isn’t anything YOU cannot achieve! My graduation outfit was inspired by my two homes … Nigeria… and Southwest Airlines, without which my story isn’t complete. I couldn’t have done this without my tribe and family…” Congratulations, Toyin— your Southwest Family is so proud of you!

“The greater the difficulty, the more glory in surmounting it. Skillful pilots gain their reputation from storms and tempests.”

—Epictetus

I’ve been thinking about pride lately. It all started during one of my daughter’s playdates. She met a new friend, which left me to get to know their parent. We were chatting when they inevitably asked, “So, where do you work?” As I have for 25 years, I excitedly said, “Southwest Airlines!” For the first time in a quarter of a century, they didn’t meet my answer with my same enthusiasm. Instead of the typical, “Really? I love Southwest!,” their response was a grimace followed by, “Wow … what happened? Y’all used to be so great?” Ouch.

At this point, I put on my work hat to explain the events of December and what we’re doing to keep anything like that from happening again. I then changed the subject as quickly as I could. But the whole exchange left me feeling deflated. I’ve always known that working for Southwest is a point of pride for me, but I didn’t realize how HUGE until I didn’t receive random accolades.

Often seen as a negative trait, pride can make a person seem arrogant and egocentric. After all, it’s the first of the seven deadly sins. And this is true for hubristic pride, which tends to be more impulsive and motivated by external rewards and a fragile ego. But authentic pride promotes confidence and fulfillment. Driven by perseverance and goal attainment, it shows up as a desire to help others using one’s expertise. I’m sure some of you are saying, “But wait … isn’t pride one of The Southwest Way Values?” Yes. The key is to pair pride with humility—another of our nine Values.

“For pride to work, it must be paired with humility—a humility to know that no matter our skill set, each of us depends on what others have to offer,” says psychology professor David DeSteno. “Since none of us can be an expert in all areas, we must be humble enough to recognize that we cannot be great at everything; there will be times when we need to rely on others. People who follow this advice are the ones for whom pride, like gratitude and compassion, becomes a virtue, not a vice.”

Life is full of seasons—from the salad days of summer to the frigid darkness of winter—and we must never forget that spring is coming for Southwest. As Bob said, “We won’t let one bad week define us.” While our Leaders work hard to modernize our operation, all Employees must help rebuild our reputation by leaning into pride as we win back Customers through our confidence and by displaying Next Level Hospitality. Yet, we must also lean into humility and remember that it takes us all to plant the seeds for our summer salads.

LUVLines Managing Editor Millie Tidwell

VP COMMUNICATIONS & OUTREACH

CULTURE & COMMUNICATIONS

Laurie Barnett

EDITOR IN CHIEF

Todd Painter

MANAGING EDITOR

Millie Tidwell

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