How Southwest Airlines Out-Performed & Outlasted Its Low-Cost Competitors

In Leadership, Brand Strategy, Brand Differentiation, Purpose, Mission & Values

Profitable for 44 out of the last 45 years, Southwest Airlines has grown to become one of the world’s most loved, most flown and most profitable airlines, yet they’re keen to share that they’re not in the airline business. Rather, they have a deeper reason for existing. It is this reason that has allowed the company out-perform and outlast its low-cost competitors while winning the hearts of its customers.

In this video, we’ll discuss how they’ve done it.

In this snippet from a training video Southwest shows its new employees, it’s clear how important clarity of purpose is to the organization and what that means for decision making.

Video Copyright belongs to Southwest Airlines

At Storyforge, we can help you discover, refine, and articulate a clear purpose for your organization.
Give us a shout.


Barry Chandler is the co-founder of Storyforge, a strategy company focused on helping companies discover their purpose allowing them to achieve their vision, build preference and drive margin. Barry has been building award winning businesses since launching his first company in Ireland in 2003. His last company, a digital marketing agency, was acquired in 2012 by a California-based publicly traded entertainment company which then hired him as Chief Marketing Officer. It is his belief that the greatest brands seek to change the world, improving the lives of their associates, partners, and customers.

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