In victory or defeat, our people are our most valuable asset. 7. At Southwest, we are family and must nurture our relationships. Southwest leaders hire employees who believe in their culture and purpose. They try to avoid hiring people who are just looking to cash a check. Herb Kelleher said in a 2008 speech, “All airlines have airplanes and our business is a people business” (Smith & Milligan, 2015). The Southwest stock ticker symbol of the New York Stock Exchange is LUV and supports the airlines' belief that love of others is one of the most important elements of company culture. Firstly, they love their employees and in return; these employees express their appreciation to customers and the company. Problems will arise in business and airlines are no exception, but at Southwest they work to avoid passing blame. Employees are encouraged to share issues as they arise and get involved in creating a solution. This attitude represents a paradigm shift compared to most companies and has an impact on the quality of communications. Mission, Vision and