Wisecracking, chain-smoking, Wild Turkey–swilling Herb Kelleher once delivered a surprisingly sober speech about how Southwest Airlines should draw inspiration from the brave Americans who fought in World War II. “Today we don’t have the opportunity to be heroines or heroes in the vivid, in the dramatic, and, indeed, in the bloodcurdling ways” of that conflict, said the company’s cofounder and then-CEO. “But we do, each of us, have the opportunity to display the same spirit.”Kelleher went on to call Southwest employees “the greatest generation” in the history of the aviation industry, having helped the carrier notch its twenty-sixth consecutive year of profitability—an accomplishment unmatched by any other major U.S. airline. “I don’t ever want Southwest Airlines to meet disaster,” he told the pilots, flight attendants,…
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