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Wanna get away?

By Dr. Burt Smith October 18th, 2013

SouthwestNineteen years ago this month I attended my first AMA Meeting and haven’t missed one since! Yes, you read that correctly, I have not missed a meeting in all that time. To commemorate the occasion, AMAOKC Vice President of Programs, Stew Law, had Dr. Isaac Munoz, Manager of Customer Insights from one of my favorite brands, Southwest Airlines, come and give a special presentation.

Ok, umm…not all of those statements are entirely true. Yes, last week was my 19 year anniversary attending AMAOKC, and yes, Isaac Munoz from Southwest was the presenter, but the part about it being a special program just for me is a wee bit of an exaggeration. And when I say a “wee bit” of an exaggeration, I mean a total and complete exaggeration. To say that Southwest is one of my favorite brands and that it was a heckuva presentation are understatements, if anything, though. Lots of good stuff, so all joking aside, thank you Stew and thank you Dr. Munoz.

I’ve been a fan of Southwest Airlines for as long as I’ve been a member of the AMA. I think the book that tells their story, Nuts!, should be required reading for everyone, regardless of what industry they work in. Southwest is the embodiment of excellent, customer-centered marketing. They’ve also got the profits to back it up. Imagine that… an airline who dares to be profitable!

And when you break it down, folks, all Southwest really does at the end of the day is to do what they do better than the other guys do it. They simply do good business and as a result, they have an excellent business. As Drucker said, “The purpose of the business is to create and satisfy a customer.” Do that efficiently and the profits will follow. Southwest is a case in point to that effect.

To get MORE business, do GOOD business.

We are what we repeatedly do, excellence then is not an act, but a habit.” - Aristotle

 

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