You are now free to double your stock price appreciation through integration of Why. How Southwest and Jet Blue beat their competition by 2x with cup holders and early entry.
The past five years airlines have outperformed the S+P 500 - even the ones you curse under your breath when they raise their bag fees while you get ready for holiday travel. But two stalwarts trounce their competitor’s stock appreciation by 2x: Jet Blue and Southwest. Here’s the 5-year return for each and their brethren, United and American Airlines.
It’s because of cup holders and kids lines. No really. Well, kind of. Those are manifestations of a much more powerful force at play, integration of their Why, their mission through their business. Let me explain by starting with their Whys.
Powerful stuff. But, here’s the thing. Other people say powerful stuff. So what makes the difference? Well, that’s where cup holders and kid’s lines come in. It is where you feel the difference of them living their missions, integrating their Why.
When I travel for work, I always travel with something to drink. Then when I go to sit down, I wrestle with the magazine rack in front of me and mutter under my breath as I try to figure out what to do with it. It’s not a great experience. When I sat down on my last Jet Blue flight, there in front of me, in all its magnificence, was a cup holder. Ahhh, a little piece of humanity in the skies.
When I flew Southwest for a family visit, in tow was my delightful and energetic (read impatient) 4-year-old. Boarding on other airlines is very difficult – there’s very little compassion for children. There is no real accommodation for it. On Southwest, well, you get to board a little bit early, which makes all the difference in calming the little guy down and making the trip enjoyable not just for us, but for everyone around us.
Are cup holders and early entry profound? To me they are. But it really isn’t about those things. They’re simply manifestations of an underlying ethos and attention to their Why, their purpose. Through many things, big and small, flying on Jet Blue and Southwest, for different reasons feels different. People notice the little things, a cup holder or early entry. They may not be able to articulate just what is different. But they choose to come back, time and again. That’s a result of Southwest and Jet Blue using a different filter. Not stock price or profitability - those are outcomes from a process. They focus on their mission and the Job to Be Done. The result is a far higher return on investment than others.
You are now free to double your stock price!
Know another company achieving great results by connecting to their Purpose?
Impact 7 Generations helps organizations reach the next level by connecting to their Why and integrating it into their strategy.
The voice and stories from this blog originate from the collective wisdom and experiences not just of our team, but with those we were fortunate to learn from.