4. The Inimitable Herb Kelleher
A Wild Turkey–slinging business Svengali in a mystic cloud of cigarette smoke, Herb wasn’t just the CEO of Southwest Airlines. He was a bolt of lightning (white lightning, that is) to both the airline industry and this agency. He’d quote Sun Tzu from The Art of War, then crack his own favorite quip: “The customer is NOT always right.” He had tips on treating employees well and tips for how to drink and smoke on the job. “Take the competition seriously,” he’d say, “but not yourself.” And we listened to every word. We’d have been fools not to.