I want to especially thank all those people who have joined this cause and actively work to inspire those around you. I am grateful for all the e-mails and notes you send me, I save them all as a reminder that it takes lots and lots of people, standing shoulder to shoulder, to have a real impact.
And finally, to all those who read this book and pass it on to someone you believe it will inspire, thank you. I know that if enough of us learn about the existence of the WHY and work hard to start everything we do with WHY, we can and will change the world.
NOTES
Chapter 1: Assume You Know
Chapter 2: Carrots and Sticks
33
Rather, Whybrow says, it’s the way that corporate America has developed
: Peter C. Whybrow,
American Mania: When More Is Not Enough.
New York: W. W. Norton & Company, 2005.
Chapter 3: The Golden Circle
38
John F. Kennedy’s challenge to put a man on the moon
: “The Decision to Go the Moon: President John F. Kennedy’s May 25, 1961 Speech before a Joint Session of Congress,” NASA History Office,
http://history.nasa.gov/moondec.html
.
52
Now, the Star-Belly Sneetches
: Dr. Seuss,
The Sneetches and Other Stories.
New York: Random House, 1961.
57
Richard Restak, a well-known neuroscientist
: Richard Restak, MD,
The Naked Brain: How the Emerging Neurosociety Is Changing How We Live, Work and Love.
New York: Harmony, 2006.
Chapter 5: Clarity, Discipline and Consistency
70
to take what Pacific Southwest was doing in California
: “PSA: Catch Our Smile
;
The Story of Pacific Southwest Airlines
,”
http://catchoursmile.com/
.
70
In nearly every way, King and Kelleher were opposites
: Matt Malone, “In for a Landing,”
Portfolio.com
, August 2008,
http://www.portfolio.com/executives/features/2008/07/16/Q-and-A-with-Southwest
CEO-Kelleher; Joseph Guinto, “Rollin On,”
Southwest Airlines Spirit
, June 2006,
http://macy.ba.ttu.edu/Fall%2006/SWA%20Rollin%20On.pdf
; Katrina Brooker, “The Chairman of the Board Looks Back,”
FORTUNE
, May 28, 2001,
http://money.cnn.com/magazines/fortune/fortune_archive/2001/05/28/303852/index.htm
; “We Weren’t Just Airborne Yesterday,”
http://www.southwest.com/about_swa/airborne.html
.
71
In the early 1970s, only 15 percent of the traveling population traveled by air
: Brian Lusk, Southwest Airlines manager of customer communications, personal correspondence, February 2009.
72
Howard Putnam, one of the former presidents of Southwest
: Howard Putnam, personal interview, October 2008.
Chapter 6: The Emergence of Trust
83
Throughout the 1980s, this was life at Continental Airlines
: Gordon Bethune,
From Worst to First: Behind the Scenes of Continental’s Remarkable Comeback.
New York: John Wiley and Sons, 1999.
83
Happy employees ensure happy customers
: Kevin Freiberg and Jackie Freiberg,
Nuts! Southwest Airlines’ Crazy Recipe for Business and Personal Success.
New York: Broadway, 1998.
85
“You don’t lie to your own doctor”
: Gordon Bethune, personal interview, January 2009.
91
The cost... would be about $250,000
: “Shackleton Plans Record Polar Trip,”
New York Times
, December 30, 1913.
94
In the 1970s, Southwest Airlines decided to put their flight attendants in hot pants
: Howard Putnam, personal interview, October 2008.
96
Langley assembled some of the best and brightest minds of the day
: James Tobin,
To Conquer the Air: The Wright Brothers and the Great Race for Flight.
New York: Free Press, 2004.
97
Langley saw the airplane as his ticket to fame and fortune
: Tobin, personal interview, February 2009.
97
“Wilbur and Orville were true scientists”
: Tobin, personal interview, February 2009.
98
He found the defeat humiliating
: Tobin,
To Conquer the Air
.
103
“People at the London end of Barings”
: Nick Leeson and Edward Whitley.
Rogue Trader: How I Brought Down Barings Bank and Shook the Financial World.
New York: Little, Brown and Company, 1996.
105
Southwest will not tolerate customers who abuse their staff
: Freiberg and Freiberg,
Nuts!
106
A one-star general, John Jumper was an experienced F-15 pilot
: General Lori Robinson, personal interview, October 2008.
Chapter 7: How a Tipping Point Tips
115
In 2000, Malcolm Gladwell created his own tipping point
: Malcolm Gladwell,
The Tipping Point: How Little Things Can Make a Big Difference.
New York: Back Bay Books, 2002.
116
Everett M. Rogers was the first to formally describe how innovations spread through society
: Everett M. Rogers,
Diffusion of Innovations.
New York: Free Press, 2003.
116
Geoffrey Moore expanded on Rogers’s ideas to apply the principle to high-tech product marketing
: Geoffrey A. Moore,
Crossing the Chasm.
New York: Collins, 2002.
Chapter 8: Start with Why, but Know How
140
The pessimists are usually right
: Thomas Friedman,
The World Is Flat: A Brief History of the 21st Century.
New York: Farrar, Straus and Giroux, 2005.
140
“If it hadn’t been for my big brother”:
Bob Thomas,
Building a Company: Roy O. Disney and the Creation of an Entertainment Empire.
New York: Disney Editions, 1998.
142
Herb Kelleher was able to personify and preach the cause of freedom
: Kevin Freiberg and Jackie Freiberg,
Nuts! Southwest Airlines’ Crazy Recipe for Business and Personal Success.
New York: Broadway, 1998.
142
Steve Wozniak is the engineer who made the Apple work
: Steve Wozniak, personal interview, November 2008.
150
the Education for Employment Foundation
:
http://www.efefoundation.org/homepage.html
; Lisa Takeuchi Cullen, “Gainful Employment,”
Time
, September 20, 2007,
http://www.time.com/time/magazine/article/0,9171,1663851,00.html
; Ron Bruder, personal interview, February 2009.