Chapter 5: Clarity, Discipline and Consistency.

70 to take what Pacific Southwest was doing in California: "PSA: Catch Our Smile; The Story of Pacific Southwest Airlines," http://catchoursmile.com/.

70 In nearly every way, King and Kelleher were opposites: Matt Malone, "In for a Landing," Portfolio.com, August 2008, http://www.portfolio.com/executives/features/2008/07/16/Q-and-A-with-Southwest CEO-Kelleher; Joseph Guinto, "Rollin On," Southwest Airlines Spirit, June 2006, http://macy.ba.ttu.edu/Fall%2006/SWA%20Rollin%20On.pdf; Katrina Brooker, "The Chairman of the Board Looks Back," FORTUNE, May 28, 2001, http://money.cnn.com/magazines/fortune/fortune_archive/2001/05/28/303852/index.htm; "We Weren't Just Airborne Yesterday," http://www.southwest.com/about_swa/airborne.html.

71 In the early 1970s, only 15 percent of the traveling population traveled by air: Brian Lusk, Southwest Airlines manager of customer communications, personal correspondence, February 2009.

72 Howard Putnam, one of the former presidents of Southwest: Howard Putnam, personal interview, October 2008.

Chapter 6: The Emergence of Trust.

83 Throughout the 1980s, this was life at Continental Airlines: Gordon Bethune, From Worst to First: Behind the Scenes of Continental's Remarkable Comeback. New York: John Wiley and Sons, 1999.

83 Happy employees ensure happy customers: Kevin Freiberg and Jackie Freiberg, Nuts! Southwest Airlines' Crazy Recipe for Business and Personal Success. New York: Broadway, 1998.

85 "You don't lie to your own doctor": Gordon Bethune, personal interview, January 2009.

91 The cost... would be about $250,000: "Shackleton Plans Record Polar Trip," New York Times, December 30, 1913.

91 Donations from English schoolchildren paid for the dog teams: "Ernest H. Shackleton, 18741922," South-Pole.com, www.south-pole.com/p0000097.htm.

91 Just a few days out of South Georgia Island: http://www.pbs.org/wgbh/nova/shackleton/1914/timeline.html.

91 "like an almond in a piece of toffee": Paul Ward, "Shackleton, Sir Ernest (18741922)," Cool Antarctica, http://www.coolantarctica.com/Antarctica%20fact%20file/History/Ernest%20Shackleton_Trans-Antarctic_expedition2.htm.

92 "Men wanted for Hazardous journey": Nova Online, http://www.pbs.org/wgbh/nova/shackleton/1914/team.html.

94 In the 1970s, Southwest Airlines decided to put their flight attendants in hot pants: Howard Putnam, personal interview, October 2008.

96 Langley a.s.sembled some of the best and brightest minds of the day: James Tobin, To Conquer the Air: The Wright Brothers and the Great Race for Flight. New York: Free Press, 2004.

97 Langley saw the airplane as his ticket to fame and fortune: Tobin, personal interview, February 2009.

97 "Wilbur and Orville were true scientists": Tobin, personal interview, February 2009.

98 He found the defeat humiliating: Tobin, To Conquer the Air.

101 Southwest Airlines is famous for pioneering the ten-minute turnaround: Paul Burnham Finney, "Loading an Airliner is Rocket Science," New York Times, November 14, 2006, http://travel2.nytimes.com/2006/11/14/business/14boarding.html?pagewanted=print.

103 "People at the London end of Barings": Nick Leeson and Edward Whitley. Rogue Trader: How I Brought Down Barings Bank and Shook the Financial World. New York: Little, Brown and Company, 1996.

105 Southwest will not tolerate customers who abuse their staff: Freiberg and Freiberg, Nuts!

106 A one-star general, John Jumper was an experienced F-15 pilot: General Lori Robinson, personal interview, October 2008.

108 he served as chief of staff of the U.S. Air Force from 2001 to 2005: http://www.af.mil/bios/bio.asp?bioID=5986.

108 Now herself a brigadier general in the Air Force: http://www.af.mil/bios/bio.asp?bioID=10439.

Chapter 7: How a Tipping Point Tips.

115 In 2000, Malcolm Gladwell created his own tipping point: Malcolm Gladwell, The Tipping Point: How Little Things Can Make a Big Difference. New York: Back Bay Books, 2002.

116 Everett M. Rogers was the first to formally describe how innovations spread through society: Everett M. Rogers, Diffusion of Innovations. New York: Free Press, 2003.

116 Geoffrey Moore expanded on Rogers's ideas to apply the principle to high-tech product marketing: Geoffrey A. Moore, Crossing the Chasm. New York: Collins, 2002.

122 In 1997, TiVo was racing to market with a remarkable new device: John Markoff, "Netscape Pioneer to Invest in Smart VCR," New York Times, November 9, 1998, http://query.nytimes.com/gst/fullpage.html?res=9F0DE0D6133EF93AA35752C1A96E958260.

123 TiVo finally shipped in 1999: http://www.tivo.com/abouttivo/aboutushome/index.html.

123 TiVo sold about 48,000 units the first year: Roy Furchgott, "Don't People Want to Control Their TV's?" New York Times, August 24, 2000, http://www.nytimes.com/2000/08/24/technology/don-t-people-want-to-control-their-tv-s.html.

123 "More U.S. Homes Have Outhouses than TiVos": Bradley Johnson, "a.n.a.lysts Mull Future Potential of PVR Ad-Zapping Technology," Advertising Age, November 4, 2002, http://people.ischool.berkeley.edu/~hal/Courses/StratTech09/Lectures/Networks/Articles/tivo-losing-money.html.

128 "There are two types of laws": Martin Luther King Jr., "Letter from a Birmingham Jail," http://www.thekingcenter.org/prog/non/Letter.pdf.

Chapter 8: Start with Why, but Know How.

133 Steve Ballmer, the man who replaced Bill Gates as CEO of Microsoft: "Steve Ballmer Going Crazy," March 31, 2006, http://www.youtube.com/watch?v=wvsboPUjrGc.

134 the Bill and Melinda Gates Foundation: http://www.gatesfoundation.org/Pages/home.aspx.

135 Raised in Ohio, sixty miles from Dayton, Neil Armstrong grew up: Nick Greene, "Neil Armstrong Biography: First Man of the Moon," About.com, http://s.p.a.ce.about.com/od/astronautbiographies/a/neilarmstrong.htm.

138 What Ralph Abernathy lent the movement was something else: "Abernathy, Ralph David (19261990)," Martin Luther King, Jr., Research and Education Inst.i.tute, http://mlk-kpp01.stanford.edu/index.php/kingpapers/article/abernathy_ralph_david_1926_1990/.

140 The pessimists are usually right: Thomas Friedman, The World Is Flat: A Brief History of the 21st Century. New York: Farrar, Straus and Giroux, 2005.

140 "If it hadn't been for my big brother": Bob Thomas, Building a Company: Roy O. Disney and the Creation of an Entertainment Empire. New York: Disney Editions, 1998.

142 Herb Kelleher was able to personify and preach the cause of freedom: Kevin Freiberg and Jackie Freiberg, Nuts! Southwest Airlines' Crazy Recipe for Business and Personal Success. New York: Broadway, 1998.

142 Steve Wozniak is the engineer who made the Apple work: Steve Wozniak, personal interview, November 2008.

143 Bill Gates and Paul Allen went to high school together in Seattle: Randy Alfred, "April 4, 1975: Bill Gates, Paul Allen Form a Little Partnership," Wired, April 4, 1975, http://www.wired.com/science/discoveries/news/2008/04/dayintech_0404.

145 Oprah Winfrey once gave away a free car: Ann Oldenburg, "7M car giveaway stuns TV audience," USA Today, September 13, 2004, http://www.usatoday.com/life/people/2004-09-13-oprah-cars_x.htm.

150 the Education for Employment Foundation: http://www.efefoundation.org/homepage.html; Lisa Takeuchi Cullen, "Gainful Employment," Time, September 20, 2007, http://www.time.com/time/magazine/article/0,9171,1663851,00.html; Ron Bruder, personal interview, February 2009.

Chapter 10: Communication Is Not About Speaking, It's About Listening

160 "I Have a Dream" speech: "I Have a Dream-Address at March on Washington, August 28, 1963. Washington, D.C.," MLK Online, http://www.mlkonline.net/dream.html.

160 American flag on a soldier's right arm?: Brendan I. Koerner, "Soldiers and Their Backward Flags," Slate, March 18, 2003, http://www.slate.com/id/2080338/.

161 "Don't let anyone tell you that America's best days are behind her": President Ronald Reagan's Address Before a Joint Session of the Congress Reporting on the State of the Union, January 26, 1982, http://www.c-span.org/executive/transcript.asp?cat=current_event&code=bush_admin&year=1982.

163 "Mostly, it says I'm an American": Randy Fowler, general manager of a Harley-Davidson dealership in California, personal interview, January 2009.

165 In 2003 and 2004 Apple ran a promotion for iTunes with Pepsi: http://www.apple208m/pr/library/2003/oct/16pepsi.html.

170 Volkswagen introduced a $70,000 luxury model to their lineup: "2006 Volkswagen Phaeton Review," Edmonds.com., http://www.edmunds.com/volkswagen/phaeton/2006/review.html; "VW a.n.a.lyses Phaeton failure, reveals new details about next-gen model," MotorAuthority.com, February 18, 2008, http://www.motorauthority.com/vw-a.n.a.lyses-phaeton-failure-reveals-new-details-about-next-gen-model.html.

Chapter 11: When Why Goes Fuzzy.

175 "A lot of what goes on these days with high-flying companies": Sam Walton and John Huey, Sam Walton: Made in America; My Story. New York: Bantam, 1992.

176 There are 27.7 million registered businesses in the United States today: U.S. Small Business Administration, Office of Advocacy, http://www.sba.gov/advo/stats/sbfaq.pdf.

176 Sam Walton didn't even invent a better way of doing things than everyone else: Bob Ortega, In Sam We Trust: The Untold Story of Sam Walton and How Wal-Mart Is Devouring the World. New York: Kogan Page, 1999.

177 For Sam Walton, there was something else: Walton and Huey, Sam Walton.

177 "We're all working together; that's the secret": http://walmartstores.com/CommunityGiving/8508.aspx.

177 The company once renowned for how it treated employees and customers has been scandal-ridden for nearly a decade: "Wal-Mart Wage and Hour Settlement," Wal-Mart Watch, http://action.walmart.w.a.tch.com/page/-/Wal-Mart%20Wage%20and%20Hour%20Settlement.pdf.

178 "Celebrate your successes": Gene N. Landrum, Entrepreneurial Genius: The Power of Pa.s.sion. New York: Brendan Kelly Publishing Inc., 2004.

178 Wal-Mart still sells more than six times as much as Target each year: http://walmartstores.com/FactsNews/NewsRoom/8224.aspx; http://investors.target.com/phoenix.zhtml?c=65828&p=irol-homeProfile.

179 Every year a group of high-performing entrepreneurs get together at MIT's Endicott House: http://www.gatheringoft.i.tans.com/.

Chapter 12: Split Happens.

189 In the fall of her freshman year in college, Christina Harbridge set out to find a part-time job: Christina Harbridge, personal interview, November 2008; http://christinaharbridge.com/blog/.

191 Dwayne Honore has for the past ten years run his own commercial construction company: Dwayne Honore, personal interview, December 2008; http://www.dhonore.com/explore.cfm/ourcompany/owner/.

193 Though Gates abdicated his role as CEO: "Gates exits Microsoft to focus on charity work," MSNBC News Services, June 27, 2008, http://www.msnbc.msn.com/id/25408326/.

194 "A PC in every home and on every desk": http://www.microsoft.com/about/companyinformation/ourbusinesses/profile.mspx.

195 after a legendary power struggle with Apple's president, John Sculley: Andrew Pollack, "Apple Computer Entrepreneur's Rise and Fall," New York Times, September 19, 1985, http://query.nytimes.com/gst/fullpage.html?res=950DE7DA1739F93AA2575AC0A963948260&scp=3&sq=apple%201985%20jobs%20resigns&st=cse.

195 Sculley was a perfectly capable executive with a proven track record: "Marketing Genius for Pepsi and Apple: John Sculley III, WG'63," Wharton Alumni Magazine , Spring 2007, http://www.wharton.upenn.edu/alum_mag/issues/125anniversaryissue/sculley.html.

196 "Do you want to sell sugar water your whole life or do you want to change the world?": Triumph of the Nerds: The Television Program Transcripts: Part III, PBS, http://www.pbs.org/nerds/part3.html.

196 New products would be "less revolutionary and more evolutionary": Brian O'Reilly, "Apple Computer's Risky Revolution," FORTUNE, May 8, 1989, http://money.cnn.com/magazines/fortune/fortune_archive/1989/05/08/71954/index.htm.

197 From the start, he focused on efficiency: Steve Lohr, "Can Michael Dell Refocus His Namesake?" New York Times, September 9, 2007, http://www.nytimes. com/2007/09/09/technology/09dell.html.

198 If you look back at the history of Starbucks: http://www.starbucks.com/aboutus/Company_Timeline.pdf.