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Nuts!: Southwest Airlines' Crazy Recipe for Business and Personal Success
Twenty-five years ago, Herb Kelleher reinvented air travel when he founded Southwest Airlines, where the planes are painted like killer whales, a typical company maxim is "Hire people with a sense of humor," and in-flight meals are never served--just sixty million bags of peanuts a year. By sidestepping "reengineering," "total quality management," and other management philosophies and employing its own brand of business success, Kelleher's airline has turned a profit for twenty-four consecutive years and seen its stock soar 300 percent since 1990.
Today, Southwest is the safest airline in the world and ranks number one in the industry for service, on-time performance, and lowest employee turnover rate; and Fortune magazine has twice ranked Southwest one of the ten best companies to work for in America. How do they do it?
With unlimited access to the people and inside documents of Southwest Airlines, authors Kevin and Jackie Freiberg share the secrets behind the greatest success story in commercial aviation. Read it and discover how to transfer the Southwest inspiration to your own business and personal life.
Today, Southwest is the safest airline in the world and ranks number one in the industry for service, on-time performance, and lowest employee turnover rate; and Fortune magazine has twice ranked Southwest one of the ten best companies to work for in America. How do they do it?
With unlimited access to the people and inside documents of Southwest Airlines, authors Kevin and Jackie Freiberg share the secrets behind the greatest success story in commercial aviation. Read it and discover how to transfer the Southwest inspiration to your own business and personal life.
384 pages, Paperback
First published January 1, 1995
About the author
Kevin Freiberg
17 books9 followersJackie and Kevin Freiberg are bestselling authors and founders of the San Diego Consulting Group Inc. The Freibergs are dedicated to helping leaders create Best Places where the Best People can do their Best Work to make the world Better. Both have Ph.D.'s and teach part-time at the University of San Diego, School of Leadership and Education Sciences.
Their most recent book, "CAUSE! A Business Strategy for Standing Out in A Sea of Sameness" highlights companies that define themselves as cause oriented, they stand out, have better employee engagement, customer loyalty, stronger profitability and growth. If your company is not cause oriented, "CAUSE!" will show you how.
In their international bestseller "NUTS! Southwest Airlines' Crazy Recipe for Business and Personal Success", Kevin and Jackie uncovered the strategies that created the greatest success story in the history of commercial aviation. "NUTS!" was followed by:
"GUTS! Companies that Blow the Doors Off Business-as-usual";
"BOOM! 7 Companies for Blowing the Doors Off Business-as-usual";
"NANOVATION: How a Little Car Can Teach the World to Think Big"; the inside story of one of the greatest innovations in the auto industry since the Model-T. It's also a roadmap for expanding your capacity to innovate and making innovation part of your cultural DNA; and
"DO SOMETHING NOW", three simple words that will change your organization—change your life. The scarcest resource in organizations right now is not money, talent, ideas or power; it's people who DO, people who add value and get things done. DSN inspires Dreamers to become Doers. Everyone wants to add value and this book shows you how.
"BE A PERSON OF IMPACT: 12 Strategies to be the CEO of Your Future". This book is an unapologetic kick in the butt to proactively manage your brand and reputation. POI will challenge you to reimagine, rethink, refresh, and even completely reengineer your brand. Why? Because your brand is in your control. If you want to be indispensable, stand-out as the best in your business and lead others to do the same this book will show you how.
The Freibergs speak on leadership, innovation and change all over the world. They have a global practice including firms in Europe, Japan, South Africa, India, Central and South America, as well as companies throughout the United States and Canada.
Their most recent book, "CAUSE! A Business Strategy for Standing Out in A Sea of Sameness" highlights companies that define themselves as cause oriented, they stand out, have better employee engagement, customer loyalty, stronger profitability and growth. If your company is not cause oriented, "CAUSE!" will show you how.
In their international bestseller "NUTS! Southwest Airlines' Crazy Recipe for Business and Personal Success", Kevin and Jackie uncovered the strategies that created the greatest success story in the history of commercial aviation. "NUTS!" was followed by:
"GUTS! Companies that Blow the Doors Off Business-as-usual";
"BOOM! 7 Companies for Blowing the Doors Off Business-as-usual";
"NANOVATION: How a Little Car Can Teach the World to Think Big"; the inside story of one of the greatest innovations in the auto industry since the Model-T. It's also a roadmap for expanding your capacity to innovate and making innovation part of your cultural DNA; and
"DO SOMETHING NOW", three simple words that will change your organization—change your life. The scarcest resource in organizations right now is not money, talent, ideas or power; it's people who DO, people who add value and get things done. DSN inspires Dreamers to become Doers. Everyone wants to add value and this book shows you how.
"BE A PERSON OF IMPACT: 12 Strategies to be the CEO of Your Future". This book is an unapologetic kick in the butt to proactively manage your brand and reputation. POI will challenge you to reimagine, rethink, refresh, and even completely reengineer your brand. Why? Because your brand is in your control. If you want to be indispensable, stand-out as the best in your business and lead others to do the same this book will show you how.
The Freibergs speak on leadership, innovation and change all over the world. They have a global practice including firms in Europe, Japan, South Africa, India, Central and South America, as well as companies throughout the United States and Canada.
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Displaying 1 - 30 of 99 reviews
February 13, 2017
I picked up this book from the recommendation of Mohnish Pahrai. Berkshire Hathway had also invested in a few American airlines including Southwest. From my 6 years as an analyst in ST Asset Management, I learned that Southwest was the best airline in the US. It's the only one that not only has not gone into any bankruptcy but also had a fantastic profitability and stock return. It's also among the few (three) investment grade airlines (rated by Moody's). However, I did not know or appreciate its qualitative or intangible factors that drive it. This book shred light on the exact issues that I want to explore.
It's a great book on the culture and spirits of the people of Southwest Airlines. While the first few chapters felt a bit cliche, the bulk of the book was quite impressive on the very soft and intangible qualities of this fantastic airline: the culture and fun spirits of the people. These factors are very well backed my countless stories and examples. It's another book that reinforce my appreciation of culture as part of what I look for in a company to invest in.
It's a great book on the culture and spirits of the people of Southwest Airlines. While the first few chapters felt a bit cliche, the bulk of the book was quite impressive on the very soft and intangible qualities of this fantastic airline: the culture and fun spirits of the people. These factors are very well backed my countless stories and examples. It's another book that reinforce my appreciation of culture as part of what I look for in a company to invest in.
July 8, 2023
I just really love Southwest. I loved seeing the foundation of the airline and the founders brain behind it all. I do wish there was sort of an updated version since a lot of the policies and programs it talks about are pretty dated and pre 9/11. thoroughly enjoyed this one. (first rec from dad!)
October 29, 2022
Overall, the Freibergs do a great job of highlighting the unique story of Southwest Airlines. I enjoyed the authors brining in personal application for Southwests “crazy recipe” for success. At times it felt a little repetitive. I think it could have been 50 pages shorter and still conveyed the same message.
One of my favorite quotes from the book was “Techniques have little meaning for those who have not been inspired to use them” (pg 325). One of the biggest assets for Southwest is their ability to empower their workers. They don’t use all the “trendy” management techniques, they just treat people as people. They give people grace and let their people use common sense. To top it all off they have a culture that recognizes life is too short not to have fun. A lesson we can all learn from!
One of my favorite quotes from the book was “Techniques have little meaning for those who have not been inspired to use them” (pg 325). One of the biggest assets for Southwest is their ability to empower their workers. They don’t use all the “trendy” management techniques, they just treat people as people. They give people grace and let their people use common sense. To top it all off they have a culture that recognizes life is too short not to have fun. A lesson we can all learn from!
January 6, 2019
I read this book when it came out in 2001. I used many of the principles discussed in my personal & professional life.
It also made me a loyal SWA passenger. I thought Herb Keller was a genius -how he lead & grew the airline. My copy had Herb on the cover. Sadly I think I gave it away or loaned it out? It was signed by him. #NUTS
Today I logged on the SWA app & realized Herb passed away on 1/3/19. RIP Mr. Keller you created a low cost airline I still am loyal to today. Just wish they still served peanuts on flights! I will have to get another copy of this book and reread it in your honor.
It also made me a loyal SWA passenger. I thought Herb Keller was a genius -how he lead & grew the airline. My copy had Herb on the cover. Sadly I think I gave it away or loaned it out? It was signed by him. #NUTS
Today I logged on the SWA app & realized Herb passed away on 1/3/19. RIP Mr. Keller you created a low cost airline I still am loyal to today. Just wish they still served peanuts on flights! I will have to get another copy of this book and reread it in your honor.
February 22, 2020
I didn't love this. Read it for a specific reason and didn't really connect. The best part for me was the information about how Southwest Airlines started service - a true David and Goliath tale. Deregulation allowed Southwest to expand outside of Texas and has lead to them being (since 2003) the largest domestic air carrier in the world. Famous for the way they treat their employees and encourage humor (Work in play clothes) in the workplace, Southwest is the gold standard for an airline business model. While this book is 24 years old, the Southwest core beliefs remain the same: Don't confuse market share with profitability, live within your budget, manage in good times for bad times, define your own targets, keep things simple-streamline your systems and your life, hire people with a sense of humor, and authentically celebrate your employees; all are elements every business and person can see as important. Oh, and unless you haven't flown Southwest in the last two years, there are no more nuts now it's - Pretzels! (Allergies of course)
December 17, 2014
This book far exceeded all expectations I had. This is not a genre I usually read, basically a history and case study of a particular business, that being Southwest Airlines. This book validated a lot of my own personal experiences with working at horrible, dead-end jobs that crush your spirit and soul. Most corporations treat employees as disposable, at costs to be cut, and as human resources. Southwest doesn't follow conventional wisdom at all, the focus on love, service, humor, fun, trust, and pokes fun of "rigid professionalism." Bravo! This book is big hearted, it talks knowingly and clearly about love and humor; wow, didn't see that coming! This book was written by a husband-wife team who are both professors and consultants and this book is NOT an expose, they write very lovingly about Southwest. This book was written in 1996, I'd be interested to see if things have changed or if they're still true to their core principles and mission. This book is about how to run a business, but it's also about how to live, about what matters in society, and about getting the best of out people by treating them the right way. Odd to say this, this book reminds me of what a great country America used to be, when it pursued the values outlined in this book, we were something.
February 22, 2011
The Southwest corporate story is like being upgraded to first class, but the writing in this book is like sitting in the middle seat on a delayed flight between two POS and later discovering your luggage was left on the tarmac and is soaking wet.
February 2, 2023
Truth be told, I started reading this book last summer when my husband was hired at Southwest as a flight instructor for the pilots going through the training pipeline. It just took me a long time to finish it. I had heard of the book before and wanted to get acquainted with how things ran there. Turns out, it is a business model that puts employees first, where leaders have a servanthood mentality, and a place where you don't have to take yourself so seriously. Indeed the airline was born in the 70's when Herb Kellerher and Rollins King wanted an intrastate airline that could reliably fly passengers between the Texas cities of Dallas, San Antonio, and Houston for very cheap. Now of course, the airline has grown mightily and serves so many other US cities with approx. 66k employees.
Ironically, the book makes a strong case for how successful and unconventional the airline is, but should be noted that it is also reeling from a horrendous 2022 winter weather event and software malfunction, causing thousands of flight cancellations and lost the company close to $800 million in revenue (not to mention the many, many travelers and even some of their own employees extremely ticked off as a result).
I believe the book is very informative and definitely has a 90's "twang" to it, having been published in 1996. I'd be interested to see an updated book with the new CEO's who've since replaced Kelleher and the changes implemented in the airline. Long gone are the ultra low fares we were once used to paying. But hey, at least we still get two free checked luggage, even if some got lost in the debacle of Dec. 2022.
Ironically, the book makes a strong case for how successful and unconventional the airline is, but should be noted that it is also reeling from a horrendous 2022 winter weather event and software malfunction, causing thousands of flight cancellations and lost the company close to $800 million in revenue (not to mention the many, many travelers and even some of their own employees extremely ticked off as a result).
I believe the book is very informative and definitely has a 90's "twang" to it, having been published in 1996. I'd be interested to see an updated book with the new CEO's who've since replaced Kelleher and the changes implemented in the airline. Long gone are the ultra low fares we were once used to paying. But hey, at least we still get two free checked luggage, even if some got lost in the debacle of Dec. 2022.
April 13, 2019
The entire book is about the culture at Southwest Airlines- the what, why and how of it. Reading about the importance given to fun, humor and "being your quirky self" at the airlines made me really sad because they are not present in India. If only!! I would have done whatever it took to work there. Because the culture and the people as described in the book are so me!!!
Consider this line "the really tuned in applicants have sent in applications filled out in crayon, delivered in cereal boxes, mounted on top of pizzas, packaged with confetti and noisemakers and even done up as labels on bottles of Wild Turkey (Herb's favorite liquor)."
Take your self lightly and your job and responsibilities seriously. It gives lots and lots of examples of employees going out of their way to provide Positively Outrageous Service (POS). The leadership method executed by Herb Kelleher, Colleen Barrett and others is worth emulating, to whatever extent possible.
Though this book is old, the content is timeless. It is still relevant in any industry, any company, for any person.
A must read for people in leadership positions and those heading their own businesses.
Consider this line "the really tuned in applicants have sent in applications filled out in crayon, delivered in cereal boxes, mounted on top of pizzas, packaged with confetti and noisemakers and even done up as labels on bottles of Wild Turkey (Herb's favorite liquor)."
Take your self lightly and your job and responsibilities seriously. It gives lots and lots of examples of employees going out of their way to provide Positively Outrageous Service (POS). The leadership method executed by Herb Kelleher, Colleen Barrett and others is worth emulating, to whatever extent possible.
Though this book is old, the content is timeless. It is still relevant in any industry, any company, for any person.
A must read for people in leadership positions and those heading their own businesses.
February 8, 2022
Despite being classified as a management book I'd say it is more close to marketing. The book has lot of real stories to promote the culture and brand of Southwestern. Sometimes, even, to a point of overextension. Since it was written in 1995 most of the stories may not be relevant anymore and the people mentioned there may not be with the company anymore. Herb Kelleher, the company's former CEO, is such an example.
Nevertheless, the book is entertaining (specially if you're into airlines & operations) and passes the message well.
One of the most captivating points for me was to understand how open and people-centric Herb Kelleher was and to have a proof that you can be like that as a manager and have great success. I also enjoyed a lot all the treatment that employees enjoy and specially how LOVE is such a transformative force at the company.
The last three chapters do have some interesting points on the topic of leadership as well as great one-liners like: "politics really mean dealing with people" and "There's dignity in contributing to another person's freedom".
Nevertheless, the book is entertaining (specially if you're into airlines & operations) and passes the message well.
One of the most captivating points for me was to understand how open and people-centric Herb Kelleher was and to have a proof that you can be like that as a manager and have great success. I also enjoyed a lot all the treatment that employees enjoy and specially how LOVE is such a transformative force at the company.
The last three chapters do have some interesting points on the topic of leadership as well as great one-liners like: "politics really mean dealing with people" and "There's dignity in contributing to another person's freedom".
July 28, 2023
Putting an organisation before one self & finding a higher purpose & cause gives meaning to work. Just like Dr Viktor Frankl said, searching for a meaning in life, motivates us to show up no matter what. When the organisation itself is entirely motivated with such factors, then it becomes a part of the family. Not sure how hard or easy it is for one to accomplish such a feat. Her Kelleher being a lawyer became a CEO perhaps would've found the problems at hand were nothing compared to the issues prevalent in the country, not sure. Why did he have such a large heart, God knows, but he's lived a life that certainly has left an impression for many families living in his time as well as indirectly for many future generations.
April 1, 2020
If you want to go "Nuts", you have to make fun, celebrate life and love others.
Pretty simple and obvious ideas, although not so simple when implemented in the workplace. This book shows both how the Southwest Airlines do it and how it affects its workers and customers. It was very pleasant to read parts in which I can recognise firm I’m working at, leaders and colleagues. I miss them at this time of quarantine.
This reading is useful to CEO’s and workers, although I would highly suggest CEO’s to read the part describing the importance of assuming ownership of the business and nurturing the entrepreneurial drive of its people.
Pretty simple and obvious ideas, although not so simple when implemented in the workplace. This book shows both how the Southwest Airlines do it and how it affects its workers and customers. It was very pleasant to read parts in which I can recognise firm I’m working at, leaders and colleagues. I miss them at this time of quarantine.
This reading is useful to CEO’s and workers, although I would highly suggest CEO’s to read the part describing the importance of assuming ownership of the business and nurturing the entrepreneurial drive of its people.
February 16, 2021
I've read about Southwest's legendary customer service and understanding what makes the company tick was one of the major motivations of picking up this book. And if there is ever a debate on role of culture in the success of a company I would recommend reading this book. The author highlights various examples that prove how hiring right and fostering the right characteristics go a long way in the success of Southwest Airlines. My only disappointment was the book is 24 years old and I would have loved to get a better understanding on how these values have been translated for the current workforce.
September 20, 2020
This was a great book that had a lot of empowering moments to it. It really helped me identify weaknesses not only in my company but in myself as a leader. I feel really inspired after reading it and I am excited to imprive. My main criticism is that it was quite repetitive when it came to talking about purpose and vision. Even though it was empowering, I found myself saying...didn't I just read this in the last chapter? I would say it could have easily been cut down by 100 pages or so.
March 23, 2024
Interesting no doubt as an airline pilot reader. Walking away with some valuable lessons regarding customer service and treatment of employees that can help a company do much more than survive. But seemed pretty superficial and highlighted a lot of the lovey dovey and things that were done right and glossed over the tribulations, inter and intra company fights, and set backs which I feel are usually bigger learning points than the successes
August 31, 2018
Couldn’t finish it. Too much chirpy, syrupy praise for the company and Kelleher. Some of it reads like a dramatic story by a skilled journalist. The rest sounds like it was written by an exec. I don’t think it was even written by a professional PR person, probably just a rah-rah leader. Kept saying why SWA was great without the stories, details or facts to illustrate why.
December 29, 2018
Those this book is 20 years old, I really enjoyed learning about the philosophy of this company. I have always admired their amazing customer service and that they empower and treat their employees well. It took me a while to get through the book (and I read other books in between) and maybe could of been condensed some, but overall loved it.
May 21, 2024
A behind the scenes on Southwest Airlines unique culture and HR.
I'm not sure how much of this culture could be implemented elsewhere...seems like a tall order to get your staff to buy into.
If you are an investor just looking for a history of the company and a high level on its operating philosophy, this will be too much detail for you.
I'm not sure how much of this culture could be implemented elsewhere...seems like a tall order to get your staff to buy into.
If you are an investor just looking for a history of the company and a high level on its operating philosophy, this will be too much detail for you.
July 20, 2017
This is probably the only book-length treatment of what extroverts think of a company culture designed for them. Southwest has a really impressive record as a company, and a distinctive culture, but my main takeaway was that it's not for me.
April 1, 2021
This book is fascinating. It shows the story of Southwest success. I stirs the heart to pursue further levels of excellence. It makes me want to “fly about the country,” just to support and organization that gets it.
September 2, 2021
I have read NUTS! by Kevin Freiberg over 20 times, and every single time I pick up the book I cannot put it back easily. There is a new lesson to learn every time you read. As your life experience keeps expanding this books make more sense both professionally and personally. Highly Recommended!
February 16, 2024
Rating 3.5
Just Plane Fun!
Very good book to learn about Southwest Airlines way of life and some important business and management tips.
Tempted to reduce my rating because the book could be a bit shorter and some principles were repeated or over emphasized. Otherwise a good book overall.
Just Plane Fun!
Very good book to learn about Southwest Airlines way of life and some important business and management tips.
Tempted to reduce my rating because the book could be a bit shorter and some principles were repeated or over emphasized. Otherwise a good book overall.
March 17, 2024
Very inspiring story that is all about culture and purpose . Despite being around 30 years old, this book is still highly relevant today
Only 4 out of 5 stars because it is a bit too long, detailed and repetitive from my perspective.
Only 4 out of 5 stars because it is a bit too long, detailed and repetitive from my perspective.
December 9, 2016
A fantastic history of the making of Southwest Airlines, but an even better story of how to sincerely take care of customers and how they will then take care of you and your business.
August 3, 2017
It is so fantastic to learn about the Southwest story, though the writing at times was a little corny.
February 19, 2018
This is an awesome read. Absolutely mandatory for anyone building a business for profit and the customers.
May 24, 2020
„Leaders are learners who teach“
November 28, 2020
I had to read it for one of my classes. It was an ok read
December 20, 2020
The customer is NOT ALWAYS right!
March 27, 2021
Lots of good example on great culture and customer experience. But the narrative is fairly repeated.
Displaying 1 - 30 of 99 reviews