Be
AMAZING
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OUR PURPOSE: Why do we exist?
OUR VISION: What do we aspire to be?
IN JANUARY 1988 SOUTHWEST LEADERS came
together and crafted our Mission Statement. That
statement serves us well—and represents the
foundation for who we are as a Company. Later came a
Vision to give America the Freedom to Fly. But what
happens when you achieve your goal? What then?
We had achieved our previous goal of giving America
the Freedom to Fly. We did it. The skies have been
liberated. Today, three out of every four Americans have
flown at least once in their life. A figure that has tripled
since the start of Southwest Airlines.
Never wanting to rest on our laurels, it was time to set a
new Vision for the future of Southwest Airlines. Our
future. Nearly 25 years later, in January 2013, our
Southwest Leaders once again gathered to solidify our
Company’s Purpose and our Vision.
The phrases in our Purpose and Vision may seem new
—
but the core of what they mean is as enduring as our
red bellies. Knowing our Purpose is vital, especially as
we seek to serve new destinations, win new Customers,
and expand our boundaries. Our compass will always
point “Southwest.” We are a Company devoted to our
Employees, dedicated to our Customers, and
determined to provide a good return to our
Shareholders. But how do we bring that to life?
In considering our Purpose, it answers for us WHY we
exist. Why do we get up in the morning? Why does our
work really matter? What can we do that no one else
can?
We exist to connect People to what’s important in their
lives through friendly, reliable, and low-cost air travel.
As Gary said at the Message to the Field: “In the midst
of all the change—in the world, in our industry, and in
our Company—one can get confused. I suppose that’s
understandable. Unlike many companies, though,
Southwest’s Purpose is very clear. We exist to connect
people to what’s important in their lives through friendly,
reliable, and low-cost air travel. That was true in 1971. It
is true now. And, it has been true at every point in
between. … It was the Greek philosopher Aristotle who
said, ‘Where your talents and the needs of the world
cross, there lies your calling.’ Our talent is friendly,
reliable, and low-cost air travel. And, the world needs us
—
especially during difficult times. The gift that we can
offer is our Servant’s Hearts—humanity, compassion,
empathy.”
Other airlines can claim to connect people—but ONLY
Southwest Airlines can do it with friendly, reliable, AND
low-cost air travel. The magic is in the “and.” We provide
a unique combination, and our People are the secret to
delivering on our one-of-a-kind brand.
Our Vision casts a dream for the future. What do we
want to achieve that is audacious, ambitious, and
aspirational? Where are we headed?
Our Vision is to become the World’s Most Loved, Most
Flown, and Most Profitable Airline.
For years we’ve been honored as one of Fortune
magazine’s most admired Companies in the world—all
while serving one country on the map. What happens
when we challenge our borders? When we set new
horizons? When we set out to introduce the People of
the world to the People of Southwest Airlines?
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