Lorraine Grubs-West was a senior executive at Southwest Airlines for 15 years. Her career has included work in marketing and HR. In this book, she outlines the core principle of Southwest, which, in her opinion, has earned the company the title of one of the most enviable employers in the United States and allowed it to occupy a leading position in the market for the past thirty years. The book is distinguished not only by its practicality, but also by its light, lively style of presentation. It will be useful to anyone interested in attracting and retaining both clients and employees.