As co-founder and CEO of Southwest Airlines, Kelleher turned conventional airline industry wisdom on its head. With a strategy (although Kelleher had a low opinion of traditional strategic planning) of low fares and high-quality customer service, Kelleher’s vision centred on using more fuel-efficient aircraft to lower costs and challenging his employees to provide no-frills service without lowering standards. He also paid well, insisting that employees should be treated like customers. With a mantra of hiring for attitude and training for skill, Kelleher created a unique company culture that became the backbone of Southwest’s success.