Opportunity for All
Why do we fly? Think about that for
a moment. As I began to reflect about this week’s task, understanding the “why”
and the “cause” of Southwest Airlines, I went in search of materials that would
help me to answer those questions and gain a better understanding of the company.
The first video I watched reminded me of a Dr. Seuss rhyme. It was simple in
nature and captured the many reasons for flying. I then read about Southwest
Airlines so I would have a basic background of the company. A more updated
video for Southwest Airlines literally brought me to tears. By taking this
information and using Sinek’s Golden Circle analogy, I have been able to
develop an appreciation for this company and its leader.
As discussed in TEDx
(2009), beginning with “why” helps us to understand how leaders provide the
inspiration that leads to action. The speaker, Simon Sinek, asks us to consider
how to explain the achievements by those who have seemingly defied the odds
(TEDx, 2009). His explanation of Samuel Pierpont Langley and the Wright
Brothers stayed with me as I learned about Southwest. According to Sinek,
Langley had all he needed to successfully conquer powered man flight: fifty
thousand dollars, support from the U.S. War Department, a seat on the board at
Harvard, a career with the Smithsonian, and the best workers money could buy;
yet, his name is not associated with manned flight (as cited in TEDx, 2009). Success
came from a bicycle shop in Dayton, Ohio by two brothers, Wilbur and Orville
Wright (TEDx, 2009). What drove them? Sinek explains it was their driven belief
that powered man flight would “change the course of the world” (as cited in TEDx,
2009). Sinek’s Golden Circle explains why the Wright Brothers were successful
and Langley was not.
Sinek proffers all inspirational
leaders and companies “think, act, and communicate the exact same way” (as cited in TEDx, 2009). In Langley’s situation,
he was going to use thousands of dollars at his disposal, the support from the
War Department, and his impressive connections to hire the best and brightest
workforce in order to solve the mystery of powered man flight. By applying
Sinek’s principles to the Wright Brothers, they woke up every morning believing
that powered man flight would forever change the world and they would invest
the proceeds from their bicycle shop, use their skills and hardworking employees
to finally make flight a reality. Can you feel the inspiration of the Wright
Brothers? It is this same drive and belief that has allowed Southwest Airlines
to succeed in an industry hardly recognized for setting financial records.
As I stated earlier, the first video
I watched, "Southwest
Airlines "Freedom" Featuring Herb Kelleher", sounded like a
passage from Dr. Seuss. We fly for no reason, change of season, to see a face, to
give a gift, or offer a lift. We fly to learn, earn, for romance or to dance,
to climb a mountain, hear a note, or to simply float (Southwest Airlines Archives,
2009). Then, a very poignant message was delivered. It wasn’t that long ago
that flying was for the fortunate few who could actually afford to fly. I well
remember that time. My family only flew twice; once to visit a great aunt who
had suffered a heart attack, followed by the flight for her funeral. United was
the airline we took. I remember the slogan, “Fly the Friendly Skies of United”.
Before and after these flights, when my family traveled, we drove everywhere.
We drove to Pennsylvania to visit my mother’s family. We drove to Virginia for
my father’s folks. We drove to the West Coast of Florida for my grandmother’s
family. We even drove cross-country and stopped at great sites such as the
Grand Canyon, the Petrified Forest, and Crater Lake Oregon. Why did we drive?
We could not afford to fly. Herb Kelleher and Southwest Airlines sought to
change this.
Kelleher’s attitude provides the
basis for Southwest’s vision and purpose; he believes that “flight should not
be limited to the elite” (Southwest Airlines Archives, 2009). Flying should not
only be an “opportunity for all”; but, everyone should have the “freedom to fly”
(Southwest Airlines Archives, 2009). Seventeen years later, these same
sentiments are expressed by the vision and purpose of the company; it’s “why”.
The Southwest Purpose and
Vision is, “We exist to connect people to what’s important in their lives”
(NutsAboutSouthwest, 2013). Although these exact words have not existed since
the company began in 1971; the attitude and belief, noted by Bunz and Maes
(1998) have.
Bunz and Maes (1998) applied the
seven variables of the McKinsey 7-s: “structure, strategy, systems, style
skills, shared values, and staff”, along with Peters and Waterman’s eight
elements of excellence, to explain the success of Southwest Airlines (p.
163-164). Before taking a look at their findings, consider Sinek’s Golden
Circle. Relying on my most recent experience with Delta, a short flight from
Jacksonville to Washington, D.C., they offer flights around the globe, by
answering questions, taking tickets, and getting folks to their final
destination. Southwest is an airline united by a purpose to be the most loved,
most flown, and most profitable airline ever by providing friendly, reliable,
and low cost air travel (NutsAboutSouthwest, 2013). Bunz and Maes
(1998) conclude “Southwest fulfills all eight attributes of an “excellent”
company (p. 167). How are they able to defy industry standards?
Throughout their analysis, Bunz and
Maes (1998) discover the “can do and let’s try” attitude by management (p.
164). Similarly, Peters and Waterman (1982, p. 13) note effective organizations
possess a “do it, fix it, try it” mindset (as cited in Yukl, 2013, p. 44).
Customers are valued by Southwest; so much so, that replies to customer letters
are personally written and Herb Kelleher, the company’s CEO, uses the letters
as a way to monitor performance (Bunz & Maes, 1998). Kelleher is visionary;
yet, he stays focused. By addressing constraints such as hiring to meet needs,
training for all, regardless of position, and keeping spending under control, his
company stayed focused on domestic flight service and made flying affordable
for all (Bunz & Maes, 1998). They did not expand like other airlines. They fly to smaller airfields. This
same formula is now being applied to international flights; but, in a limited
manner to destinations like Aruba, Jamaica, and the Bahamas (Jones, 2014). The
accomplishments with its domestic service: low rates, free checked baggage, and
a loyal customer base, will allow Southwest to give folks the “freedom to fly”
internationally, although in a limited way (Jones, 2014). The primary
conclusion by Bunz and Maes (1998) is that Southwest had a strong leader.
Herb Kelleher can be described as
humorous, innovative, democratic, encouraging, forgiving, outgoing, hands-on,
and personable (Bunz & Maes, 1998). He knows the names of several thousand
of his employees (Bunz & Maes, 1998). Just imagine any CEO knowing the
names of just a few hundred of his workers. The many characteristics of
leadership, outlined by Yukl (2013): traits, values, confidence, skills,
behavior, attributes, and beliefs, can be seen and heard with Herb Kelleher, or
“Uncle Herbie” (Bunz & Maes, 1998, p. 166). His belief and his drive
cascade down through his managers and employees. Remember the video that brought
tears to my eyes? Allow me to explain.
The second video, Southwest Purpose and Vision
showcases customers as they share their different experiences. Jessica
Chatellier and her family arrived at the Southwest terminal to see her husband
off. He was being deployed to Kuwait. She and her family expected to be stopped
at security and not be allowed to go any further. Kelli Evans, a Southwest
Customer Service Agent, saw the family with this soldier and asked if he was
being deployed. When he responded, “yes”, she asked if the family would like to
accompany him to the gate. This gave the family an extra thirty minutes. Extra
time for this wife, for these children, and for other family members to spend
with this young, son, husband, and father. Now, when I flew Delta, my husband
could not stay with me after the security gates. I do not like to fly. I become
extremely anxious. I would have loved to have had my husband sit with me at the
gate. When it came time for the soldier to board, hugs and final goodbyes were
given, and the family prepared to watch the plane depart. Another Southwest
employee, Felix Joseph, asked if he could do anything for the family. He made a
phone call and within minutes, the family was running down the tunnel. As they
boarded, John Chatellier’s name was announced over the intercom. He came up to
the front of the plane and his family was able to receive one last hug. They
shared one last moment with him. Think about that! What if that had been the
last hug, the last time together? Southwest did not just board a customer; they gave this family one final moment to connect.
The “why” of Southwest is the “cause”
for its employees. Herb Kelleher wanted to make a fundamental change within the
airline industry; he wanted to make flying affordable for all. He abandoned the
hierarchal approach to management. He took time to learn the names of his
employees, He listened to their problems and encouraged them to develop
solutions. He is able to laugh at himself. He recognizes failures happen and
encourages people to learn from their mistakes. Managers spend time learning
how to handle baggage and take tickets. Flight attendants clean the cabins. He
has created a family atmosphere that has allowed his company to impact families
across the country, regardless of why they fly. His story and its success is a
brilliant example of “why” and should be required reading for management and
leadership courses.
References
Bunz, U. K., & Maes, J. D. (1998). Learning
excellence: Southwest airlines' approach. Managing
(3), 163-169. Retrieved from http://search.proquest.com.ezproxy.libproxy.db.erau.edu/docview/198074370?accountid= 27203
Jones, C. (2014,
Jan. 27). Southwest announces first international flights. USA Today. Retrieved
NutsAboutSouthwest.
(2013, Dec. 19). Southwest Purpose and Vision [Video file]. Retrieved
Southwest
Airlines Archive (Unofficial). (2009, Feb. 2). Southwest Airlines “Freedom”
Featuring Herb Kelleher [Video
file]. Retrieved from https://www.youtube.com/watch?v=7ewcGP75w8Y
TEDx. (2009,
Sept. 28). Start with why – how great leaders inspire action | Simon Sinek|
TEDxPugetSound [Video file].
Retrieved from https://www.youtube.com/watch?v=u4ZoJKF_VuA&feature=share&list=PL42F8562DC D3CCEA8
Yukl, G. (2013).
Leadership in Organizations. (8th
ed.). Upper Saddle River, NJ: Prentice Hall.
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