There is a true art to making mistakes, and its all about rhetoric.

I've admired Southwest Airlines for many years, and I've used them as an example of a company with a clear focus, a vibrant soul and a culture you can see alive in all areas of their business and reflected in their business performance. And as a ridiculously frequent business traveler, I made them my favorite domestic airline many years ago, so given this and my professional respect for them, it was a real honor to be invited to speak at one of their recent management conferences. I appreciated their genuine hospitality (I was hugged quite a lot), their pride in, and love for their company, and I was impressed by the investment they make in people.

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