Why I'm nutty for Southwest

Southwest has always been a fun-loving (or should I say 'luving') airline. Somehow they've always managed to make a cramped flight entertaining. There's nothing like the shock of landing in Miami after dark and having the pilot wish you a good time in Dallas. The staff has always had a penchant for timely humor and good fun. But lately I'm beginning to admire them for their bravery in terms of their online efforts.

By now most of you have seen the company blog. From the peanuts to the tone, the blog does a great job of reinforcing the brand and furthering the Southwest essence. It's fun, it's candid, it's fresh. But yesterday Gary Kelly, the CEO, made his first post on the blog to openly address the issue of assigned seating. Brave move for a topic as controversial as this one. The airline will begin testing assigned seating next month, and Gary wants to hear all about it. This attempt to change Southwest's open seating policy is likely to have travelers tossing peanuts across the aisles. Just the attempt at change is controversial, but Gary is opening the dialog and asking for input.

Not every officer would place him or herself in front of the firing squad - but more should. The truth is that your best customers have strong opinions one way or another. And few of them are quiet about their thoughts. But if you aren't listening to them you've lost an organic focus group. Offering them a place to engage in conversation with you is the best way to clearly understand the market you are serving.

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