Customer Reviews

Do the Right Thing: How Dedicated Employees Create Loyal Customers and Large Profits

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Making no pretense of writing a 'how-to' framework for leadership, former Southwest Airlines CEO James Parker never-the-less delivers a delightful book of stories that show how authentic leadership connects with employees to deliver value for customers and shareholders alike. The stories are interesting, the style is comfortable, and the book is an easy and enjoyable read that will have you thinking about such things as your most memorable interviews, or those the times you showed your staff how valuable they are to you and your business.

This is the second book written by a former Southwest Airlines leader that I have reviewed - "HR from the Heart" by Libby Sartain is the other, and both attribute a great deal of Southwest Airlines' success to the way the organization connects people with the business by respecting and valuing them and their contribution. Sartain showed how Human Resource management (People department at Southwest) can be used to support the individual's connection with the business; Parker tells stories that show leadership's role in making and maintaining this connection. Parker defines leadership as follows:

"Leadership is defining and communicating the mission; providing guidance as to how it might be accomplished; equipping people with the proper tools (information, training, etc.); motivating and inspiring through selfless dedication and respect for others; providing both positive and negative feedback, including recognition for achievement; and, ultimately, getting out of the way and giving people the ability and authority to accomplish the mission, with the full confidence they will be supported."

Parker's stories all support this definition and his basic principle: When in doubt, just do the right thing. For Parker, and it seems for Southwest Airlines, the right thing is to put the employee first. When that happens, the employees will do the right thing and put customers first. When that happens, customers will do the right thing and put the company's shareholders first by giving the company their continued business.

Parker is clear that putting the employee first must be done within the context of your particular business sector and business model although most of the stories are about the airline industry - Parker's industry for 25 years. Because of his directorship role with Texas Roadhouse, Inc., he uses a few chapters near the end of the book to transfer the concept to the restaurant business, and he sprinkles the reading with a few sports and war stories to make his points. The stories connect and flow, so don't be surprised if you read this one in a single setting.

Dennis DeWilde, author of "The Performance Connection"

Parker's book is a winner. Many short stories, all told with humility and gentle humor lead the reader down the long, fulfilling road of successful relationships. Although a business book, Do The Right Thing carries a powerful message for all interpersonal relationships.

Reading this book is The Right Thing for any leader of a business or of a family.

Written from a former (and successful) CEO's perspective, this book provides a practical yet insightful view of how to reap large profits while aiming to ensure that everyone (from the janitor to the executive manager) has FUN in the process.
As the name suggests, Parker's book shares how he actively created a culture whereby employees wanted to just `do the right thing'. Having a highly engaged workforce that wanted the company to succeed first and foremost flowed right through to how they treated customers.

Stories shared are of identifying effectively what needed to be changed, implementing the change and adapting quickly. Actions taken were typically in stark contrast to what the competition at the time was doing - Parker was a true `Game Changer`! Working in the HR Department of a global, yet entrepreneurially-minded, organisation such insights are what makes people like me truly LOVE what we do! Parker's sense of excitement and passion are infectious as is his fondness for creating that entrepreneurial mindset amongst employees and rewarding unconventional thinking.

In particular the following resonated with me:

"Remember that people recognize phonies. They follow leaders who are trustworthy and genuine. Don't try to be something that you're not"
"...they want leaders who do the best they can every day, not leaders who spend all their time trying to position themselves for a promotion. They want leaders who help them be the best they can be."
and finally...
"Just be yourself and do something you enjoy. You may or may not end up being a CEO. But if you do your best and enjoy what you are doing, you will probably have a much happier life than if you spend all of your time in pursuit of some title or position that you may or may not ever attain. And you will be a lot more fun to be around."

Absolutely the best book I have ever read. Should be a must read for our future generation and anyone in politcal office. The shows how everyone should be treated on the job, and in life in general. Really had me thinking about it during the course of the day.

Do the Right thing is one of the best books I have read in a long time. The chapters were small enough to digest the simple yet powerful messages presented and each chapter built on the common theme of "Do the right thing as an employer and your employees will do what is right with your customers". It was a joy to read and I believe the author had as much fun writing the book as he had working at Southwest. This book should be read by everyone in business but more particularly by anyone trying to run a business. If after reading this book you feel it wasn't worth your time you either are already running your business with the principles taught in the book or your business is struggling and will continue to struggle because you don't have a clue how to treat employees and customers.

Vibrant and successful organisations are built on a culture of engagement, in which employees believe in the mission they are trying to accomplish and know that they are contributing to its success, according to former Southwest Airlines CEO James Parker in this book. The book contains lessons about corporate culture that the author learned from his time at Southwest.

The book makes it clear that Southwest's success was built on a hard-to-copy combination of factors which included low cost, high levels of operational efficiency, and recruitment of exceptionally friendly people. When other airlines tried to compete by matching the Southwest pricing structure, they failed because they were unable simultaneously to match the operational efficiency and customer service levels.

The overriding message that I gained from reading the book is that if you can get the people in your organisation right, everything else will flow. If the organisation is led by talented leaders, the mission is clear, and great care is taken to employ people who are keen about contributing to the mission, the organisation's success is almost assured, regardless of the industry. I enjoyed the book and recommend it to others.

Parker's book reminded me of Townsend's classic "Up the Organization" - practical advice and inspiring stories from a guy who isn't just talking theory, but who has actually done it all while being general counsel, and then CEO, of Southwest Airlines. "Do the Right Thing" is both manifesto and roadmap for building a powerful culture, a great organization, and a sustainable source of strategic and competitive advantage. One of the best books you can read on leadership and business success - and a great gift for your boss!!

I ordeed this book for my boss and your prompt, efficient service really made me look good.