16. Keeping Southwest Airlines in 1990
If we didn’t do what we did, you wouldn’t be standing here reading this today. Truly, the story of how we kept Southwest Airlines is the story of GSD&M. It’s about limitless passion, tireless enthusiasm, a willingness to lay it all on the line and being happy to make fools of ourselves just to show how much we care. We sang. We danced. We serenaded our clients and rallied our coworkers. It was all too much, which turned out to be just enough to keep the account, and it made us what we are today.