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Title: Didn't read much of this
Review: My airline career spanned nearly 20 years and I'm very familiar with Southwest. It's a great company, and my low opinion of this book has nothing to do with Southwest and everything to do with fluff being passed off as serious reading. Any legitimate study must examine the subject objectively and present the whys and wherefores of the company's positives and negatives. This reads as if it was authored on Southwest's company stationery, so if you want to know how and why Southwest is in the industry leading position it is, you'll need to look elsewhere. An excellent start would be Lamar Muse's hard-to-find-but-worth-looking-for "Southwest Passage," an entertaining autobiography that really shines as a fascinating look behind the scenes during Southwest's early years. Muse played a critical but little-known leadership role that he describes in detail and documents extensively with excerpts from actual correspondence and reports.
