Do We Care What We Think a Ticket Is?

If we get clear enough on a long enough intent, an essential intent, it's one decision that makes a thousand decisions. I'm thinking here of a business example. If you embrace trade-offs, you can build competitive advantage and Southwest has done that significantly. So much of what we do is a function of what we believe that other people want. And so far from figuring out what do I want, what is really within me... let's make trade-offs to support that.