About the Authors
Foreword by Tom Peters
Prologue
Chapter 1 :NUTS?...YOU DECIDE
PART 1 A LEGEND TAKES OFF : The Southwest Spirit Is Born
Chapter 2 : GOLIATH MEETS DAVID : The Battle to Get off the Ground
Chapter 3 : THE BATTLE HEATS UPS : Innovations Forged in the Fires of Competition
Chapter 4 : A MAVERICK EMERGES : The Creation of a Corporate Personality
PART II BASICS GONE NUTS : Doing Business with a Southwest Twist
Chapter 5 : FLYING IN THEFACE OF CONFORMITY : Dare to Be Disciplined, Reap the Rewards
Chapter 6 : "PROFESSIONALS" NEED NOT APPLY : Hire for Attitude, Train for Skills
Chapter 7 : KILL THE BUREAUCRACY : Think Small, Act Fast
Chapter 8 : ACT LIKE AN OWNER : Ask Questions, Think Results
Chapter 9 : LEARN LIKE CRAZY : Stay Fresh, Stretch to Grow
Chapter 10 : DON'T FEAR FAILURE : Be Creative, Color outside the Lines
PART III NUTS BASICS : Doing the Extra Special Exceptionally Well
Chapter 11 : ONE GREAT BIG FAMILY : Create a Legendary Culture
Chapter 12 : KEEPING THE SPIRIT ALIVE : Preserve What You Value
Chapter 13 : THE ART OF CELEBRATING MILESTONES : Revel in Your Accomplishments
Chapter 14 : CELEBRATING PEOPLE WITH BIG HEARTS : Honor Those You Love
Chapter 15 : STILL NUTS AFTER ALL THESE YEARS : Make Work Fun
Chapter 16 : LUV : More Than Just a Ticker Symbol
Chapter 17 : COMPASSION FOR THE COMMUNITY : Give Back-It's the right Thing to Do
Chapter 18 : UNCONVENTIONAL ADVERTISING : Bending the Rules to Break a Great Story
Chapter 19 : CUSTOMERS COME SECOND : And Still Get Great Service
Chapter 20 : EMPLOYEES COME FIRST : Great Service Begins at Home
PART IV THE LEGEND LIVES ON : Leadership It Up
Chapter 21 : LEADERS LEADING LEADERS
Chapter 22 : LEADERSHIP FROM THE INSIDE OUT
Chapter 23 : GO NUTS!
Epilogue
Notes and Sources
Acknowledgements
Index
