Herb Kelleher

Southwest culture-as-strategy

Co-founder and long-serving CEO of Southwest Airlines, which he grew from a regional Texas carrier into one of the largest US airlines. Pioneered the point-to-point, no-frills model and an employee-first culture that consistently drove customer satisfaction and 47 consecutive years of profitability. Best known for the thesis that a strong internal culture — irreverent, egalitarian, fun — is itself a durable strategic moat.