Elevate your organization’s Culture and Customer Service
with resources from the Colleen C. Barrett Institute
About the Colleen C. Barrett Institute
The Colleen C. Barrett Institute exists to honor the legacy of the late Colleen C. Barrett, President Emeritus of Southwest Airlines, by providing resources that help others learn from her example and make their own remarkable impact in their organizations and our world.
When I was approached about headlining an institute about the Culture and Customer Service of Southwest Airlines®, I confess it took me a little while to get used to the idea. There are few things I shy away from more than being the center of attention.
I’ve always been most comfortable “behind the scenes,” even as Southwest Airlines began to grow years ago (and my position along with it). I was truly just one piece of a much larger relationship between our Company, our Employees, and our Customers. As Southwest Airlines grew, we all grew. It was our experiences together that led to good ideas, that became good practices, that helped define our own way of thinking about work, taking care of our People, and being in selfless service to others.
Our sense of Family is at the Heart of our Culture and Customer Service, and I could not feel more privileged to be part of it and to welcome you as you explore the truly unique elements of our story on the CCBI website. I hope you will stay awhile, laugh a little, and maybe learn something new about LUV®.
“Leadership is not a title.
It’s a way of life.”
Thought Leadership
Healthy Leaders are Learning Leaders
I once heard a leader in a training class say he was far more valuable to the company doing his day-to-day work than sitting in a classroom discussing things he already knows. I could empathize. Deadlines are real. Experience is real. And yet, the statement brought me to wonder. How many leaders reach a point where development becomes a box to check rather than a discipline to practice? A healthy leader knows that transformation never stops. When a healthy person stops eating well or exercising regularly, the decline may not be immediate, but it is inevitable. Healthy habits may look repetitive on the surface, yet the benefits compound over time. Leadership growth works the same way.
January 2026 | Healthy Leaders: Vulnerability in Leadership
Imagine two lists. One contains the qualities that a businessperson should have. The other includes the attributes that most would say they wouldn’t want to have. There’s only one word I can think of that might top both lists: vulnerability. Whether we’re talking about leadership, teamwork, or client service, there is no more powerful attribute than the ability to be genuinely honest about one’s weaknesses, mistakes, and need for help. Nothing inspires trust in another human being like vulnerability. There’s something immensely attractive and inspiring about humility and graciousness.
CCBI 2025: Reflection, Gratitude, and Optimism
As I thought about this end-of-year article, especially as a first-time contributor to the Colleen C. Barrett Institute, I kept coming back to three words—reflection, gratitude, and optimism. I’ve been part of the Southwest story for 18 years and am privileged to help lead, support and sustain our Culture initiatives, which, of course, began under Colleen’s Leadership. I remember her passion for Southwest history—reflecting on where we’ve been; her consistent focus on the present—being grateful for where we are; and her anticipation of the future—optimistic about where we’re going.
Upcoming Events
From our partners
October 26 • Southwest Culture Connection
We are thrilled to share an in-depth learning opportunity to advance your culture-building journey from our friends at The Fellowship. The Fellowship hosts the world’s preeminent workplace culture masterclass and, this year, it will take place right in our backyard in Fort Worth, Texas on November 11-13.
The 3-day experience is specifically designed for people leaders to learn from culture pioneers like Southwest Airlines and other brands that we love, including Chick-fil-A and Nike. Attendees will strategize and problem-solve alongside other people-focused visionaries and will leave with a custom-built culture roadmap and a lasting network of valuable connections.
CULTURE CONNECTION
October 26 • Southwest Culture Connection
Southwest Culture Connection is an opportunity for organizations to experience and learn from one of the world’s most admired and enduring corporate cultures—up close! As Southwest Airlines continues its transformational journey, we are taking time to reimagine this event with a desire to expand and refresh its content and impact. Learning never ceases! With the support of the CCB Institute, we are excited to share more, and we invite you to stay tuned for updates.
