1. NUTS! Southwest Airlines’ Crazy Recipe for Business and Personal Success (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

2. FLYING IN THE FACE OF CONFORMITY u Live within your budget. u Manage in good times for bad times. u Define your own targets. Don’t settle for conventional standards: create your own. u Keep things simple. Streamline your systems and your life. u Bigger isn’t always better. Don’t confuse market share with profitability. u At the peak of success, look for things you can do even better. u Be humble: success is hardly ever all your own doing and rarely irreversible. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

3. “PROFESSIONALS” NEED NOT APPLY u Hire people with a sense of humor. u Quit pretending. Give yourself the freedom to be yourself. u Train for skill. Hire for spirit, spunk, and enthusiasm. u Be religious about hiring the right people. If you make the wrong hiring decision, within the first ninety days make the tough decision, to say good-bye. u Treat family members as best friends; don’t take them for granted. u Do whatever it takes. Remember, there is very little traffic in the extra mile. u Define your own standard of professionalism. u Treat everyone with kindness and equal respect; you never know whom you're talking to. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

4. KILL THE BUREAUCRACY u Think like an entrepreneur. u Create a lean organization...it’s difficult to hide poor performance. u Stamp out bureaucracy. To ignite the entrepreneurial spirit, abolish unnecessary meetings, minimize paperwork, and simplify communication. u Stop analyzing, start taking action, and act with a sense of urgency. u Make rules, systems, and procedures your servants, not your masters. u Anticipate the unexpected. Practice the art of asking “What if...?” u Be flexible; bend without breaking. Adjust your policies, procedures, and rules in the best interest of customers (internal and external). u Focus on individuals and capabilities, not titles, Deal with people, not positions. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

5. ACT LIKE AN OWNER u Think like an owner-about your job and your life. Owners focus on results regardless of who’s watching. u Don’t act like a victim. Believe you can make a difference in everything you do. u Put your trust in others. It tells them they are trustworthy and they will act accordingly. u Show your people what you think they’re worth. u Negotiate with an abundance mentality. u Make your organizational and personal mission, vision, and values clear--then hold the reins loosely. u Practice the Golden Rule. Do what you expect and want others to do. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

6. LEARN LIKE CRAZY u Take on a childlike curiosity. Seek to learn something from everyone. u Develop a genuine interest in the knowledge of others: ask to learn, listen to learn, watch to learn. u Train yourself to look beyond what you see. u Create a “Cutting Edge” program of your own. Find ways to understand other people’s jobs. u Make information interesting, meaningful, and relevant to everyone. Show everyone what’s in it for them. u Give people more responsibility to develop their strengths and grow. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

7. DON’T FEAR FAILURE u Blaze new trails. Don’t rest on others’ laurels. u Ask yourself how you can do it before you ask others how it’s been done. u Become a “risk doctor”: help people recover from mistakes by accepting, encouraging, and laughing. u Stand behind your commitments and those of your people. u Own mistakes, share mistakes, learn from mistakes, and move on. u Play to win! u Make your life and work adventurous. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

8. ONE GREAT BIG FAMILY u Equip people to make decisions by clearly defining the culture. u Align systems, policies, and practices with your values. u Measure, reward, and recognize people who protect and promote the culture. u Do whatever it takes to get the job done. u Examine your checkbook and your calendar periodically to see if the way you spend your money and your time is consistent with what you value. u (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

9. KEEPING THE SPIRIT ALIVE u Memorialize and display your fondest memories. Make pictures of people your artwork. u Make the vision the boss. u Develop a sincere interest in every family member. u Building the culture you want doesn’t just happen; make it purposeful, not accidental. Create a culture committee that protects, promotes, and projects a purposeful culture. u Do what you value: practice what you preach, walk the talk. u Become a storyteller for your company and your family. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

10. THE ART OF CELEBRATING MILESTONES u Use celebrations to create memories. u Have celebrations acknowledge what’s important, what you value. u Let celebrations give people the opportunity to say hello and good-bye. u Use celebrations to build relationships. u Celebrate to make the mundane fun and unusual. u If you're going to celebrate, do it right. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

11. CELEBRATING PEOPLE WITH BIG HEARTS u Say “Thank you” often. u Always celebrate people from the heart. u Make heroes and heroines of employees who glorify your company’s values. u Find people who serve behind the scenes and celebrate their contributions. u Create a celebration signature--balloons, photos, trophies. u Celebrate at work like you do at home. Celebrate at home like Southwest does at work. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

12. STILL NUTS AFTER ALL THESE YEARS u Lighten up: don’t take yourself so seriously. Associate with fun people. Identify six ways you can lighten up, then work on them for six months. u Ask family, friends, and colleagues to finish the following: (Your name) would be more fun if he/she would... u Work in play clothes! u Be the first to find humor in tense moments. u Try to make someone smile or laugh every morning and every night. u Laugh at yourself at least once a day! (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

13. LUV u Show love more often. u Make love a decision, not just a feeling; then stick to it. u Recognize other people’s need for love--and your own. u Don’t be afraid to be vulnerable and express your needs. Love often insists on vulnerability. u Life is short: forgive and forget! u Love people by speaking the truth in loving ways. u Be gracious. Polish your politeness. u Don’t withhold love when you disapprove of others. Don’t view others’ disapproval as holding back love. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

14. COMPASSION FOR THE COMMUNITY u Show your gratitude to the community for supporting your success. u Give more than your money. Give your time, heart, soul. u Make serving the community a team-building event for your employees. u Love not to get, but to give. Let love be the motivator. u Volunteer for the greater good and become better for it. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

15. UNCONVENTIONAL ADVERTISING u Market to employees, not just customers. u Promote your culture as well as your product. u Look for creative, unusual ways to tell your story. u Collaborate with others in creation your story. u Use your story as a way to build spirit, service, and performance. u Have everyone play a part in keeping your company’s advertising and marketing promises. u Find ways to tell your own story. Use it to further your personal and professional success. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

16. CUSTOMERS COME SECOND u Defend your people. The customer may not be right all the time! u Make service a way of life, not just a business technique. u Give people the flexibility to transcend rules and regulations to better serve the customer. u Ask yourself, “Whom can I serve today?” Then do it. u When it comes to serving others, make sure that “good enough” is never good enough. u Treat your friends and family like your most valued customers. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)

17. EMPLOYEES COME FIRST u Do what you ask others to do. u Inform your people. It teaches them to care. u Make living legends out of your service heroes. Real examples might inspire others to offer legendary service too. u Show people what legendary service looks like, then trust them to do the right thing. u Publish stories of extraordinary service in your newsletter. If you don’t have one, write them up in a letter to employees. u Make it a practice to give everyone--customers, coworkers, friends, family--more than they expect. (from the book Nuts! by Kevin Frieberg and Jackie Frieberg ) (Copyright 1996)