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Nuts!: Southwest Airlines' Crazy Recipe for Business and Personal Success Paperback – February 17, 1998

4.6 out of 5 stars 571 ratings

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Twenty-five years ago, Herb Kelleher reinvented air travel when he founded Southwest Airlines, where the planes are painted like killer whales, a typical company maxim is "Hire people with a sense of humor," and in-flight meals are never served--just sixty million bags of peanuts a year. By sidestepping "reengineering," "total quality management," and other management philosophies and employing its own brand of business success, Kelleher's airline has turned a profit for twenty-four consecutive years and seen its stock soar 300 percent since 1990.

Today, Southwest is the safest airline in the world and ranks number one in the industry for service, on-time performance, and lowest employee turnover rate; and Fortune magazine has twice ranked Southwest one of the ten best companies to work for in America. How do they do it?

With unlimited access to the people and inside documents of Southwest Airlines, authors Kevin and Jackie Freiberg share the secrets behind the greatest success story in commercial aviation. Read it and discover how to transfer the Southwest inspiration to your own business and personal life.
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Editorial Reviews

Review

The remarkable story of the country's most successful airline and Herb Kelleher, the CEO who built it with integrity, guts, and nuts.

"If you're interested in making your employees and customers raving fans of your business,
Nuts! is a must read."
--Ken Blanchard, Coauthor of
The One Minute Manager

"Full of original insights, upbeat stories, and concrete suggestions,
Nuts! shows how the power of principle-centered leadership inspires people to achieve incredible results."
--Stephen Covey, author of
The Seven Habits of Highly Effective People

"The story of Southwest Airlines is as much fun to read as it is reader friendly and useful. I promise you, it's a blueprint for all organizations that want to succeed--not just airlines."
--Warren Bennis, author of
On Becoming a Leader

Rated the #1 Company to Work for in America by
Fortune magazine

From the Publisher

The remarkable story of the country's most successful airline and Herb Kelleher, the CEO who built it with integrity, guts, and nuts.

"If you're interested in making your employees and customers raving fans of your business, Nuts! is a must read."
--Ken Blanchard, Coauthor of
The One Minute Manager

"Full of original insights, upbeat stories, and concrete suggestions, Nuts! shows how the power of principle-centered leadership inspires people to achieve incredible results."
--Stephen Covey, author of
The Seven Habits of Highly Effective People

"The story of Southwest Airlines is as much fun to read as it is reader friendly and useful. I promise you, it's a blueprint for all organizations that want to succeed--not just airlines."
--Warren Bennis, author of
On Becoming a Leader

Rated the #1 Company to Work for in America by Fortune magazine

Product details

  • ASIN ‏ : ‎ 0767901843
  • Publisher ‏ : ‎ Crown Currency
  • Publication date ‏ : ‎ February 17, 1998
  • Edition ‏ : ‎ Reprint
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 384 pages
  • ISBN-10 ‏ : ‎ 9780767901840
  • ISBN-13 ‏ : ‎ 978-0767901840
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 5.5 x 1 x 8.5 inches
  • Customer Reviews:
    4.6 out of 5 stars 571 ratings

About the author

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Jackie Freiberg
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Kevin and Jackie Freiberg's award-winning books profile gutsy leaders who dare to dream big, flll a room with energy and do things others say can’t be done. A blend of rigorous research grounded in real-world strategies and memorable storytelling, their books will stretch your thinking, engage your imagination and challenge you to do something now.

If you’re up for a deep dive into how Southwest Airlines became the greatest success story in the history of commercial aviation, the mind-blowing culture of the $3b SAS Institute, what India’s Tata Motors did to produce a $2500 car, the CAUSE that catapulted National Life into one of the fastest growing insurance companies in America, or how the San Francisco Giants rose from the brink of disaster to become one of the most successful, enduring sports franchises in the world…the Freibergs will take you behind the scenes.

If you want to STAND OUT instead of fitting into a sea of sameness, make things happen instead of making excuses and be indispensable instead being someone who won’t be missed…their books show you how.

Kevin and Jackie are partners in a firm that equips leaders for a world of change. They have provided keynotes, seminars, and retreats to over 2,000 companies in 60 industries around the globe. Their clients don't want to be held hostage by history; they want to understand the threats and opportunities that will shape their future. They are interested in blowing the doors off business-as-usual and finding ways to disrupt themselves before someone else does.

Their clients don’t want dead people working; they want to create cultures where impassioned people come to work fully awake, fully engaged, firing on all cylinders. They don’t want to be stuck in routine and resignation, they want to think big, act bold, do epic work and live epic lives.

In a world where everyone and everything around you is constantly getting better, where technology waits for no one and a smarter, more sophisticated customer wants to know what’s new, what’s next… you can either drive the train departing for the future or chase it.

Customer reviews

4.6 out of 5 stars
571 global ratings

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Customers say

Customers find the book entertaining and informative, with great insights from Freibergs about the airline's culture and history. Moreover, they consider it a decent read about Southwest Airlines and appreciate its good price, noting it's one of the most profitable companies. However, the story quality receives mixed reactions, with some customers enjoying the stories while others find them repetitive.

45 customers mention "Readability"45 positive0 negative

Customers find the book highly readable, describing it as an amazing and entertaining read that keeps them engaged.

"The authors chose a great company to write about!" Read more

"...Taking the values expressed to heart has allowed me to build exceptional, high-performance, teams...." Read more

"...I'm not a huge reader but this was entertaining enough to keep me reading." Read more

"This book is great! It tells the story of how southwest airlines was created and up to 1996. now this may sound boring, but it's not...." Read more

19 customers mention "Information quality"19 positive0 negative

Customers find the book informative and well-researched, with great insights from the authors, and one customer notes it provides complete coverage of the airline's culture and history.

"Classic book about Southwest Airlines, history." Read more

"...The message is so powerful I’ve purchased this book for every team member I’ve hired for more than 20 years, to help them understand the culture I’m..." Read more

"This was a textbook for one of my college classes, good story of success for southwest airlines and teaches principles that can be applied to..." Read more

"Great book on the history and culture of Southwest Airlines...." Read more

6 customers mention "Personality"6 positive0 negative

Customers appreciate the personality of the book, describing it as an amazing company with a successful corporate culture, and one customer notes how it injects life into organizations.

"...airline company, but they are the most profitable and most successful company on many fronts...." Read more

"Such a great account of a business personality, written in the heyday of CEO books. I read it in the 90s and I read it again this year...." Read more

"...I recommend this book to anyone interested in a successful corporate culture and a book that is easy to read as it it fun!" Read more

"...If you're thinking about injecting some life into your organisation, then this is a great starting point...." Read more

4 customers mention "Book content"4 positive0 negative

Customers appreciate the content of the book, with one mentioning it provides a good story of success for Southwest Airlines.

"Classic book about Southwest Airlines, history." Read more

"This was a textbook for one of my college classes, good story of success for southwest airlines and teaches principles that can be applied to..." Read more

"Decent book about Southwest Airlines..." Read more

"Good read about SWA-LUV airline!..." Read more

4 customers mention "Value for money"4 positive0 negative

Customers find the book to be good value for money, noting it is profitable.

"...southwest is not the biggest airline company, but they are the most profitable and most successful company on many fronts...." Read more

"Fast delivery at a reasonable price" Read more

"Good price on an item hard to find local." Read more

"...a leadership style that emphasizes collaboration and seeks to maximize profitablity and worker morale." Read more

6 customers mention "Story quality"4 positive2 negative

Customers have mixed opinions about the story quality of the book, with some enjoying the great stories while others find it repetitive.

"Very good read. The book is written largely using stories and there is a lot to learn from how to treat people the human way...." Read more

"...Very interesting story though. If you are curious about Southwest, this is a must read." Read more

"...The whole story is so uplifting and fantastic that it deserves a better shorter version." Read more

"...a lot, and there were a lot of good takeaways, however this book seemed very repetitive by the time I got to the second half." Read more

Great book club selection, but obviously written by fans.
4 out of 5 stars
Great book club selection, but obviously written by fans.
Essential reading for aviation professionals to learn the “inside stories” and legends in the industry. Agree that it was written by obvious admirers.
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Top reviews from the United States

  • Reviewed in the United States on March 10, 2025
    Format: PaperbackVerified Purchase
    Classic book about Southwest Airlines, history.
  • Reviewed in the United States on February 12, 2025
    Format: PaperbackVerified Purchase
    The authors chose a great company to write about!
  • Reviewed in the United States on June 8, 2024
    I read this book when it was first published. Taking the values expressed to heart has allowed me to build exceptional, high-performance, teams. And I’ve accomplished this in multiple industries at both large enterprises and small companies.

    The message is so powerful I’ve purchased this book for every team member I’ve hired for more than 20 years, to help them understand the culture I’m hoping to build with their help.

    It’s getting a bit more challenging , though, as a new generation of workers would greatly prefer an electronic version.
  • Reviewed in the United States on November 8, 2024
    Format: PaperbackVerified Purchase
    Bought for an employee who didn’t get the book when hired.
  • Reviewed in the United States on February 1, 2024
    Format: PaperbackVerified Purchase
    This was a textbook for one of my college classes, good story of success for southwest airlines and teaches principles that can be applied to yourself. I'm not a huge reader but this was entertaining enough to keep me reading.
  • Reviewed in the United States on January 14, 2011
    Format: PaperbackVerified Purchase
    This book is great! It tells the story of how southwest airlines was created and up to 1996. now this may sound boring, but it's not. This story was told by a husband and his wife who do seminars in san diego. southwest does the opposite of how most businesses conduct their business. they are a people company where clearly they say that the employee comes first. southwest is not the biggest airline company, but they are the most profitable and most successful company on many fronts. they have never furloughed an employee and they started profit-sharing with every employee by choice. hard to explain this book. basically it's a totally new way to conduct business and to treat employees. easy to say that they are definately the funnest and most company to work for. This is a must read for anybody planning a small or large business. READ THIS BOOK!
    4 people found this helpful
    Report
  • Reviewed in the United States on July 6, 2022
    Format: PaperbackVerified Purchase
    Loved the book. Had to go and re-order another one. The quality of the binding was not up to par. I believe it was the sellers fault not the author or publisher of the book. We bought it great book just be careful that you get a fresh new copy.
    One person found this helpful
    Report
  • Reviewed in the United States on September 17, 2016
    Format: PaperbackVerified Purchase
    Eh... I'm sure this book was much more relavent twenty year ago. The authors were definitely fans of the company but I guess that's why they wrote the book. A lot of time has passed since then, the company is under new management, and the industry has changed a lot since the publication. If you are interested in SWA from a historical perspective then it would be a good book to have on the shelf. As for reading up on the company today as a prospective employee or investor I'd stick to the internet.
    4 people found this helpful
    Report

Top reviews from other countries

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  • T.T
    5.0 out of 5 stars 良い本です
    Reviewed in Japan on April 9, 2011
    Format: PaperbackVerified Purchase
    今の日本の会社にない側面をみれて参考になりました。
    Report
  • Prashant
    5.0 out of 5 stars Amazing!!
    Reviewed in India on September 13, 2020
    Format: PaperbackVerified Purchase
    If you need a motivation to start up with your own business. Please read and know how they struggled & faced issues for long 5 years before the actual start of the business.
    I bought it second hand - Book quality also is amazing!!!!
  • Danlevek
    5.0 out of 5 stars Unconventional made perfection
    Reviewed in the United Kingdom on October 4, 2011
    Format: PaperbackVerified Purchase
    This book was loaned to me by one of my former manager whom I regard as a true leader.
    Having read this amazing storytelling of customer driven business supported by such a strong team spirit, I wonder why it took me more than a year before reading it!
    Everytime I hold this book in my hand, I silently say thank-you to my former manager. This is the best book on business initiative. It is a MUST read especially if you are in the same line of business-Commercial Airline.
    There is so much to learn here and it will be shameful not to be able to implement at least some of the skills/tools featured here. I bought it when I finished to read it. Thank-you Philippe!
    Nuts!: Southwest Airline's Crazy Recipe for Business and Personal Success
  • Amazon Customer
    5.0 out of 5 stars A great company made accessible for all and a spark for ideas
    Reviewed in the United Kingdom on April 28, 2019
    A great read for all HR and management professionals who want something light and easy that has the potential to spark ideas.
  • Mom's Reviews
    5.0 out of 5 stars Best Business Book Ever
    Reviewed in India on August 10, 2018
    Format: PaperbackVerified Purchase
    I purchased originally in USA around 2 decades ago and lost it during a flight to India. Very glad to find it in India and it is great value for money given that it costs pennies comparatively and still remains one of the best books of my collection. Entertaining, Educational and Transformation book that will change your way of thinking about branding, customer service and team work.