“They had a disadvantage, didn’t they?” Christopher answered. “They had to fly out of Dallas Love Field, an old antique airport, against American Airlines flying out of the newer DFW airport, with upgraded terminals and a Skytrain.”
“Then why did Southwest consistently make profit during most years, when other airlines, including American lost money during down cycles?” I smiled.
“Well, they were a lower cost airline,” Christopher ventured.
“Low cost doesn’t guarantee profit,” I replied. “What was different about the way they ran things? Starting with the founder, Herb Kelleher?”
“Well, I heard he liked bourbon and had some wacky ideas like no reserved seating and free luggage.”
“Besides the bourbon, what impact did open seating and free luggage have to do with airline operations?” I pressed.
“Well, I suppose, you can find your seat a lot quicker if you don’t have one. And if I can check bags for free, I am going to do that instead of competing for overhead bin space on board. It seems to make the boarding process smoother, maybe faster?”
“And where did Herb Kelleher come up with those ideas?” I asked. “And, here’s a hint. He did not get the idea from another airline. What public transportation has open seating and doesn’t charge for checking bags?”
Christopher had to think, but it finally dawned on him. “A bus?”
“And, what business did Herb Kellerher think he was in?” I prodded.
“The airline business?” he guessed.
I waited. Slowly shook my head.
“The transportation business,” Christoper guessed again.
I continued to wait.
“He was competing with the bus company,” he finally blurted.
“And, they opened up a whole new category of airline customer, used to riding buses, and who could afford a few dollars more,” I described. “And an antique airline terminal is still a step up from the bus station. But, here is the next question. If it was so consistently profitable, why didn’t another airline copy them?”
“But there were other airlines,” Christopher protested. “What about ValuJet, People Express and Spirit?”
“Yes,” I nodded. “Those airlines, and others, copied parts of Southwest, but no one adopted the entire system, even though the system was in plain sight for anyone to copy. What was different?”
Christopher was still. I let the silence do the heavy lifting. He finally spoke. “Low fares. They all charged low fares. None of them copied the way Herb thought. It was a mindset. It was a mindset that created the culture.”
“So, the airplanes weren’t different? The airports weren’t really different? The fares weren’t different?” I asked.
“No,” Christopher insisted. “The belief was different.”
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Premeditated Culture is now available on Amazon.