IN THIS SUMMARY
Twenty-five years ago, Southwest reinvented air travel with its low fares and irreverent style. Today, the company keeps air fares at rock-bottom levels by keeping costs low, satisfies customers by getting them and their baggage to their destinations on time and in an entertaining manner, practices the Golden Rule at work and in the community, and has the best productivity and safety records in the industry. How does Southwest accomplish all this? Tom Peters sees three unique factors that differentiate the company from all the rest.