Kelleher explained why southwest ‘s ads focused on attitudes and personalities rather than professional qualifications and skills:
We can train people to do things where skills are concerned. But there is one capability we do not have and that is to change a person’s attitude. So we prefer an unskilled person with a good attitude a highly skilled person with a bad attitude. We take people who come out of highly structured, hierarchical, dictatorial corporate environments if they have the attitude potential.