Hi, I'm Rush, your reference collector.
This reference is one that left such a strong impression on me after reading the legendary bestseller "Made to Stick" that I wrote it on a Post-it and stuck it somewhere I'd always see it.
There's a remarkably solid airline called Southwest Airlines.
While the rest of the airline industry had only recently managed to turn a profit, Southwest recorded 25 consecutive years of profitability.
"Let me give you an example. Tracy from marketing comes to see you. She says a customer survey shows passengers want a light meal during flights. Until then, the only snack we offered was peanuts, and Tracy suggests that adding a nice chicken Caesar salad to the menu would make passengers happy. So, what do you say?"
The person asking hesitates.
"Here's what you say: 'Tracy, will adding a chicken Caesar salad still let us be THE lowest-fare airline? If it doesn't help us stay the lowest-fare airline, then lose the damn chicken salad.'"
"We are THE lowest-fare airline."
A powerful, crystal-clear message. This single statement guided Southwest's employees in a remarkably effective way for over 30 years.
