Happy Birthday to Colleen C. Barrett, founder of the Institute for Cultural Excellence & Customer Service

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Happy Birthday to Colleen C. Barrett, founder of the Institute for Cultural Excellence & Customer Service

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The Colleen C. Barrett Institute for Cultural Excellence & Customer Service

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Elevating Brand Identity: Transformation as a Mindset

At some point in life, I suspect we’ve all experienced or said out loud (maybe even shouted) “change is hard!” When change comes along, it sometimes brings with it disruption, ambiguity and even chaos—all uncomfortable things, especially for someone who likes a clear and predictable plan. But, as I reflect on the countless changes I’ve experienced in my life, I have to say, often, those moments brought critical growth and unexpected, pleasant surprises. Since becoming an Employee at Southwest Airlines, I’ve seen firsthand the influence of Colleen Barrett’s legacy in navigating the challenges of change for 50+ years!

When I joined Southwest in 2008, I quickly realized it was like no other corporate job I’d ever had. I anticipated a learning curve, but this transition was different. I was learning a complex industry and new ways of working. We also have a dictionary’s worth of acronyms at Southwest, as well as unique ways we communicate as defined by our beloved “Colleen’s Bible.” For this girl who has Adaptability as one of her top five CliftonStrengths®, I don’t mind change. And while Southwest’s differences were refreshing and wonderful, I also experienced feeling uncomfortable and disoriented—at times, overwhelmed.

So, what happened? I decided to control what I could control and leveraged some basic change principles:

  • I gave myself time to adjust, as well as grace when it took longer than expected.
  • I revised my initial goals for learning and relationship-building. Being intentional helped foster confidence and community and prevented telling myself false narratives.
  • I invited feedback from my Team, as well as professional mentors who I trusted to give wise counsel and help move me along the proverbial change curve.

That was a pivotal time in my career and one I look back on fondly. Now, Southwest is on its own transformational journey. As with any significant season of change, it can feel strange. Yet, this is one of many times in our storied history that we’ve embarked on a journey that requires agility, ingenuity, and perseverance. Indeed, every accomplishment in almost 54 years was predicated on navigating challenges and, yes, change. In every single case, our People rise to the occasion. We are reminded that we can do hard things and that, on the other side, we thrive.

As you embrace this new year of change, whatever it may be, adopt a mindset of curiosity and understanding. Be patient with yourself and others. Consider an accountability partner. Be intentional about what you want to accomplish while remaining open to a “pivot.” Like me, you may find that what begins as “change is hard” ends with the most pleasant but unexpected surprises!

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Tammy Taylor

MD Change & Internal Communications

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As someone still new to Southwest Airlines and just beginning to appreciate the incredible legacy of Colleen Barrett, being asked to contribute to her tribute site is both an honor and, truthfully, a little intimidating. I know I bring experience, skills, and perspective from the Communications and Brand world, but I’m also very aware of the weight of her impact and the iconic reputation she helped create.

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