Southwest Airlines 1996 Annual Report Download - page 5

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5
dedication to making that vision an ongoing reality, have engendered a magnificent family that
has enjoyed bringing the freedom and pleasure of flight to most of America and now, by
example, to much of the world. Southwest has enjoyed a great 25 years and, if our People always
remember how they did it, they will always be able to do it. The best-selling business book
NUTS!, by Kevin and Jackie Freiberg, is the story of the People of Southwest Airlines and how
the low Southwest fares and high Southwest spirits which they created have made Southwest a
true “ Symbol of Freedom.” Seldom, if ever, has a business book been written about the People of
a Company and their unique culture, and never have the People of a Company deserved that
tribute and that love more than ours. So here’s to our People and another superb 25 years — for
them — and for our Customers and Shareholders.
Most sincerely,
Herbert D. Kelleher
Chairman, President, and Chief Executive Officer
January 23, 1997