Be
AMAZING
5
SOUTHWESTAIRLINES
Purpose andVision
You work for a Company of People, not a
Company of products or promises.
You work alongside the best People in the
world; People committed to a common
Purpose:
To connect People to what’s important in
their lives through friendly, reliable, and
low-cost air travel.
A Purpose much bigger than ourselves.
We can never rest on our laurels, thinking
we’ve arrived.
We must always continue to be hungry
and humble—never complacent.
Be c a u s e mo r e t h a n 1 0 0 m i l l i o n
Customers rely on us every year to
connect them to important events—safely.
It’s a pretty sacred responsibility.
Because of you:
A business person can close the deal of a
lifetime.
A child from the Heartland can encounter
the majesty of the ocean.
A father can hold his daughter for the first
time.
And, a daughter can make it home in time
to hug her father for the last time.
These experiences are irreplaceable.
Twenty dollars too high or 20 minutes too
late and those experiences vanish—
forever.
By maintaining our low costs, we are an
airline People can afford to fly.
By reliably delivering on our promise, we
are an airline People can trust.
By offering friendly Customer Service, we
are an airline People can love.
This Purpose—offering air travel that is
friendly, reliable, and low-cost—
enables us to offer Customers a better
way.
And together, they mean the difference
between success and failure.
Between an experience won and a
connection lost.
No one connects People better than we
do.
You’re part of an amazing legacy, and
you’re the catalyst for an exciting future.
And whether you’re on the ground or in
the air, in an office or at a gate, what
we’ve created is worth anything and
everything to keep, because hardly
anyone else has it.
And You do. We do. Together.
Our Vision is to become the World’s Most
Loved, Most Flown, and Most Profitable
Airline.
You inspire and deliver this Vision.
You are the heart of our Purpose.
You are Southwest Airlines.