✈️ How Southwest Airlines Built a High-Performance Culture

Let’s talk about culture.

Not the kumbaya, beanbag chairs, ping-pong table kind.

I’m talking real culture.

The kind that produces outrageous performance, creates lifelong loyalty, and turns an airline (yes, an airline) into one of the most admired businesses on the planet.

Today, we’re diving into the story of Southwest Airlines. A masterclass in building a high-performance culture.

Let’s be honest… airlines aren’t exactly famous for great experiences or happy teams.

The industry is brutal.

Most airlines barely survive.

But one company broke the rules… Southwest Airlines.

In 1967, a scrappy little airline called Southwest was born in Texas with a bold mission: make air travel affordable and accessible for everyone.

At the time, flying was a luxury reserved for the elite.

Armed with just three planes, a rebellious spirit, and a legendary co-founder (Herb Kelleher), they started flying short-haul routes between Dallas, Houston, and San Antonio.

They were scrappy.

They were relentless.

And they were different.

Rather than copy what other airlines were doing, they did the opposite:

• No assigned seats

• No first class

• No hub-and-spoke model

Just fast, friendly, low-cost flying.

Over time, that model didn’t just work, they became one of the most profitable and beloved airlines in the world.

Southwest became famous for:

• Low fares

• On-time performance

• Legendary customer service

• A fun, empowered team culture

• And profitability in an industry known for red ink

And they did it not just by flying planes but by building a culture that flies higher than any strategy ever could.

How To Replicate A Successful Culture Like Southwest

Culture isn’t a mission statement painted on a wall.

It’s not free snacks.

It’s not casual Fridays.

Culture is what people do when no one is watching.

And Southwest Airlines gets this. Here’s how you can too 👇

Step 1) Put People Before Planes

Most airlines focus on their P&L.

Southwest focus on people.

Their entire model is built around one core belief:

Simple? Yes.

Easy? No.

This philosophy drives everything they do.

• During the 2008 financial crisis, when others were firing, Southwest didn’t lay off a single employee.

• Their pilots, flight attendants, and ground crew are some of the happiest in the industry.

• They have the highest employee retention in the sector.

The result?

Southwest consistently ranks at the top for on-time performance, baggage handling, and customer satisfaction.

Step 2) Create a Culture of Fun & Freedom

Southwest empowers employees to bring their whole selves to work.

You’ve probably seen the viral videos:

• Flight attendants rapping the safety instructions 🎤

• Gate agents dancing with passengers (viral video here) 🕺

• Pilots cracking dad jokes over the intercom (Dad jokes for life) ✈️

This is by design.

They don’t script culture.

They hire for it. They empower it. Then they get out of the way.

A few stats to drive it home:

📊 95% of Southwest employees say they’re proud to work there.

📊 In Glassdoor’s “Best Places to Work” list, they’re consistently ranked in the top 20.

Fun isn’t a distraction.

Fun is a driving force behind their engagement, loyalty, and performance.

Step 3) Operationalise the Values

Here’s the real kicker.

Southwest doesn’t leave culture to chance.

They operationalise values.

That’s what separates “vibes” from performance.

Here’s an example of how they do it:

🎯 Strategic Simplicity:

• One aircraft type: the Boeing 737.

• One class of seating.

• No complex loyalty programs.

Why? It reduces training, cuts costs, and keeps things nimble.

🧭 Hiring for Attitude:

They screen for humour, team spirit, and grit, not just CVs/resumes.

🛠️ Performance Systems:

• Their internal recognition program, “Winning Spirit,” rewards employees who go above and beyond.

• Leaders are taught to coach, not command.

• Feedback loops are fast and frequent, they don’t wait for annual reviews.

Culture is built into every area of the company: hiring, operations, recognition, and decision-making.

Step 4) Kill Bureaucracy, Empower the Edge

Southwest flips the org chart.

Frontline employees have real decision-making power.

One example:

If a customer loses a bag, agents don’t need to escalate up the food chain.

They’re empowered to act immediately, even if it means bending a policy to do the right thing.

This kind of autonomy:

• Builds trust.

• Speeds up service.

• Keeps customers happy (and coming back).

Empowerment = Ownership.

Ownership = Performance.

The Takeaways (Apply This to YOUR Team)

If Southwest can build it in a miserable industry known for delays, grumpy travellers, and razor-thin margins…

So can you.

Let’s boil it all down.

Score your team against these 5 high-performance moves from Southwest:

1. People First → Protect your team, even when it’s hard.

2. Hire for Values → Attitude > Aptitude.

3. Systemise Culture → Embed your values into hiring, recognition, ops.

4. Empower the Frontline → Push decisions to the edge.

5. Make Work Fun → Joy = Jet fuel.

Performance doesn’t come from pressure.

It comes from belief, belonging, and bold autonomy.

Culture can be your competitive moat.

Reply “Performance Profile” to this email and I’ll send you a template on how to systemise your values into your hiring and performance management 🤝

MY TOP FINDS OF THE WEEK 🏆

For Your Performance

• Alex Hormozi’s strongest mental frame that got him through the hardest times in his life (Mental frame here)

For Your Team

• Brian Tracey’s unique exercise to do when you first onboard a new hire (Watch here)

For Your Health

• The kiwi fruit hack that can reduce nighttime awakenings by 27% (Read more here)

Hope you enjoyed this week’s tactics. I’ll be back next Sunday with a new lineup 👋 - Alex 

P.S. Did you get something useful from this email?

Do me a solid by sharing this link with 1 pal… plus you will also get your hands on several pre-built templates and resources for building elite team performance👇