Herb Kelleher [the longest-serving CEO of Southwest] once told someone, “I can teach you the secret to running this airline in thirty seconds. This is it: We are THE low-cost airline. Once you understand that fact, you can make any decision about this company`s future as well as I can."
“Here`s an example,” he continues. “Tracy from marketing comes into your office. She says her surveys indicate that the passengers might enjoy a light entree on the Houston to Las Vegas flight. All we offer is peanuts, and she thinks a nice chicken Caesar salad would be popular. What do you say?” The person stammered for a moment, so Kelleher responded: “You say, `Tracy, will adding that chicken Caesar salad make us THE low-fare airline from Houston to Las Vegas? Because if it doesn't help us become the unchallenged low-fare airline, we`re not serving any damn chicken salad.`”
Source: Heath, C and Heath, D (2007): Made to Stick: Why Some Ideas Survive and Others Die. Random House, New York.