We believe, however, that it was not just the choice of its business model that made Southwest Airlines such a succesful company it is the way they execule their business model through perfect strategic alignment.Southwest Airlines succeeded in defining a very simple yet clear key business purpose,the fact that they aim for being "the only short haul, low fare, hight frequency, point-to-point carrier in America " leaves very little room for interpretation.What makes Southwest Airline key business porpuse such a powerful one however, is not just the very clear defination of their 'raison d' etre' , but certainly also what the company and its leaders do with it. Their simple but effective key business purpose is the main guiding principle for Southwest Airline' stategic goal, business strategy,organizational infrastucture,and last - but certainly not least-their company culture.