Number of words: 132

Southwest Airlines is famous for pioneering the ten-minute turnaround—the ability to deplane, prep, and board a plane in ten minutes. This ability helps an airline make more money, because the more the planes are in the sky, the better the company is doing. What few people realize is that this innovation was born out of struggle. In 1971, Southwest was running low on cash and needed to sell one of their aircraft to stay in business. This left them with three planes to fly a schedule that required four. They had two choices: they could scale back their operations, or they could figure out how to turn their planes around in ten minutes. And thus was born the ten-minute turnaround.

Excerpted from Pg 101 of ‘Start with Why’ by Simon Sinek