Southwest's people are still at the forefront, Jad Mouawad reports in a leisurely profile. Its pilots, mechanics and flight attendants are the best paid in the industry, and it
strives to preserve its ethos by keeping a close eye on its hiring, he reports. Of the 90,043 résumés it received last year, only 831 people were chosen. "Our culture is our biggest
competitive strength," says COO Van de Venwq. "But we want to grow it, not protect it."
And its "Bags Fly Free" has proven to be yet-another golden differentiator. "A lot of people have been trying to pickpocket and nickel-and-dime their customers," says Kevin Krone, the company's head of marketing. "We don't think it's right." Truth, justice and the American, United and Delta way aside, Kelly claims that part of his revenue growth of $1.6 billion in the first nine months of 2010 is a "gift" from competitors who drove their customers into his waiting wings.
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