Home History How a napkin changed the airline industry — and proved the power of story

How a napkin changed the airline industry — and proved the power of story

by The 100 Companies

One of America’s great business successes, Southwest Airlines, is celebrating its 50th anniversary this year.

After its original, triangular Texas route map was outlined on a napkin in a smoky bar, the airline grew to become one of the nation’s most popular carriers. It owes much of that to understanding its authentic story — that of a Robin Hood-esque outlaw that bucked traditional airline policies that were viewed as anti-passenger (bye, bag fees).

Not only does Southwest put its story into action, it understands better than most companies how to share it. Learn more about Southwest and its storytelling prowess here.

Paul Furiga, The Pittsburgh 100

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