Your employees come first. And if you treat your employees right, guess what? Your customers come back, and that makes your shareholders happy. Start with employees and the rest follows from that.

If the employees come first, then they're happy, ... A motivated employee treats the customer well. The customer is happy so they keep coming back, which pleases the shareholders. It's not one of the enduring Green mysteries of all time, it is just the way it works.

Inevitably, as we grow bigger across the rest of the country, and Dallas remains the same size, we might have to begin casting about for a place that's more efficient to operate.

I tell my employees that we're in the service business, and it's incidental that we fly airplanes.

Just because you don't announce your plan doesn't mean you don't have one.

I guess the worst moment I ever had in business was the fear that Southwest Airlines wouldn't get off the ground.