People Don’t Remember the Details. They Remember the Feelings.

Southwest is being applauded for the way the airlines runs its business — again.

In his Inc. post comparing Southwest and another airline, Bill Murphy Jr. highlights a Maya Angelou quote:

“People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.”  

Murphy writes: “And those feelings develop based on our cumulative experiences: a combination of the shared experiences we all have from following the news, and our personal experiences interacting with each brand — or any brand for that matter.”

Jim has written about Southwest, too. In his post All About the Luv, he comments how Southwest has never gotten satisfied with its success. Jim writes:

“Southwest Airlines continues to be one of my favorite examples of the perennial rebel, despite the fact that SWA’s market value is greater than several of the bigger, older airlines combined.

What’s the difference? I think it’s simple but very hard to execute: Be about something. SWA is about more than its own success, although it has had plenty of that. It’s about great service, great low fares, the freedom to travel by air and, interestingly, love.

They talk a lot inside their company about Love: for each other, for their passengers, for their communities. Even their ticker symbol on the stock exchange is LUV. It’s part of who they are and what they do, and it comes through.

So what is your organization about? It can’t just be about being there. That’s not enough. Well, it is for a while, right up to the point where you’re successful, and then the rot sets in … “

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