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 see