Gary laid it out at the Message: “We are
also changing because we want to,
because we aspire—not just to be better
—
but, to be the best. We are the best in
America. We can be the best in the
world.”
Defining our values tells us what
principles will guide us along our journey.
Our values have not changed. When
“
Living the Southwest Way” became part
of our vocabulary in 2005, this concept
described the qualities of the People who
had built Southwest Airlines—and it
became the standard for those who would
continue to carry us forward.
Live the Southwest Way
Warrior Spirit
Servant’s Heart
Fun-LUVing Attitude
We also have defined what it means to
“
Work the Southwest Way.” This provides
us guideposts and criteria for how we
work as Employees. Safety must always
be top of mind. Reliability is core to our
business. Friendly Customer Service
applies whether you’re talking about
Internal or External Customers. And we
must be low cost or our future is
jeopardized.
Work the Southwest Way
Safety and Reliability
Friendly Customer Service
Low Costs
Our Mission is our foundation. It’s the
bedrock we are built upon and we must
continue to embrace the actions and
attributes of our Mission. Our Mission
Statement has not changed because it is
enduring.
The Mission of Southwest Airlines is
dedication to the highest quality of
Customer Service delivered with a sense
of warmth, friendliness, individual pride,
and Company Spirit.
TO OUR EMPLOYEES
We are committed to provide our
Employees a stable work environment
with equal opportunity for learning and
pe r sona l g r ow t h . Cr ea t i v i t y and
innovation are encouraged for improving
the effectiveness of Southwest Airlines.
Above all, Employees will be provided the
same concern, respect, and caring
attitude within the organization that they
are expected to share externally with
every Southwest Customer.
So, in short, we are the same Employee-
centered, Customer-oriented Southwest
Airlines we’ve always been. Our Purpose,
Vision, Values, and Mission set the tone
for who we are, where we’re going, and
how we will get there.
That doesn’t mean we won’t change—in
fact, just the opposite. Knowing who we
are and what we stand for gives us the
Freedom to change to stay relevant. As
Gary said, “Staying true to our purpose,
oddly enough, demands continual change
—
because the world changes.”
HOW we serve Customers will change.
But serving Customers will be a constant.
HOW our work environment looks and
feels will change. But the fact that we will
take care of Employees will be a
constant. HOW we operate will change.
But being Safe and reliable are not
negotiable. HOW we maximize revenue
will change. But the fact that we must be
financially secure is a constant. We are
fortunate to work for a Company that
believes in a Purpose much bigger than
ourselves and a Vision that casts a dream
for the future.
Be
AMAZING
7
OUR VALUES: How do we
behave?
OUR MISSION: Who are we on the
inside?