This case details the history of Southwest Airlines and emphasizes the benefits of a focused strategy. The case demonstrates how a competent service strategy, together with operations efficiency, can lead to profit and explains the concept of value/cost leveraging. The case also addresses the importance of CEO Kelleher, who at the time of the case is about to step down. A standalone video featuring excerpts from a speech Kelleher gave at the Darden School of Business is available to complement the case.