--- title: Bonnie Endicott | Featured Rebels | The Rebel Playbook for Employee Engagement description: Bonnie is the Director, People at Southwest Airlines, the US’s largest airline. It’s a company that prides itself on being dedicated to their customers, both those that fly with them and those that work for them. image: https://www.rebelplaybook.com/hubfs/10-rebel-playbook/Rebels%20with%20Books/Bonnie%20Endicott%20with%20Build%20it.001.jpeg --- [![](https://www.rebelplaybook.com/hubfs/10-rebel-playbook/Buildit-logo.png)](https://www.rebelplaybook.com/) **Bonnie Endicott** ## **Director, People - Southwest Airlines (US)** ### Meet Bonnie #### Bonnie is the Director, People at Southwest Airlines, the US’s largest airline. It’s a company that prides itself on being dedicated to their customers, both those that fly with them and those that work for them. ### In the Rebel Playbook Bonnie’s play is in the book, Chapter 4 - Purpose, Mission & Values, and is titled "[Creating a multi-layered approach to designing values](https://www.rebelplaybook.com/bonus-plays/multi-layered-approach-to-designing-values-southwest-airlines)". The play shows Southwest’s unique approach to defining values, doing so by creating not one but three levels of values which add up to an effective and rebellious approach to defining and living a company’s values. [![Order your copy](https://no-cache.hubspot.com/cta/default/269141/062a1b4c-4a3a-47f6-a03e-b88c8d5b1e47.png)](https://cta-redirect.hubspot.com/cta/redirect/269141/062a1b4c-4a3a-47f6-a03e-b88c8d5b1e47) ### **The Rebel Interview** In the booming airline industry, Southwest Airlines is a former upstart now competing with the big boys. So how does the airline ensure every employee embodies its core values? Bonnie shares her tips for: - Keeping values at the core of every people practice - Using pilot programs to create inclusive, employee-first changes - Developing leaders for the frontlines #### [Watch Video](https://www.rebelplaybook.com/interviews/bonnie-endicott-southwest-airlines) ### Want more Bonnie? Bonnie is a regular contributor for a number of HR publications - here are some of our favourite articles, videos and talks: - [Keeping it Simple: Leveraging Organizational Values to Engage Your Employees](http://www.hci.org/lib/keeping-it-simple-leveraging-organizational-values-engage-your-employees) - [It's Not Rocket Science to Engage Your Employees](http://www.hci.org/lib/its-not-rocket-science-engage-your-employees) - [Emerging Leadership Development Program at Southwest](https://www.youtube.com/watch?v=3ixUr1hGCbI) - Big Ideas in a Small Car [![icon-social-linkedin](https://www.rebelplaybook.com/hs-fs/hubfs/images/icon-social-linkedin.png?width=42&name=icon-social-linkedin.png)](https://www.linkedin.com/in/bonnieendicott/)[![icon-social-twitter](https://www.rebelplaybook.com/hs-fs/hubfs/images/icon-social-twitter.png?width=42&name=icon-social-twitter.png)](https://twitter.com/bonnieendicott) ### ![Book-front-back_originalsize.png](https://www.rebelplaybook.com/hs-fs/hubfs/10-rebel-playbook/Book-front-back_originalsize.png?width=400&name=Book-front-back_originalsize.png "Book-front-back_originalsize.png") ### Join the Rebelution, and order your copy on Kindle or Hardback:  [![Order your copy](https://no-cache.hubspot.com/cta/default/269141/062a1b4c-4a3a-47f6-a03e-b88c8d5b1e47.png)](https://cta-redirect.hubspot.com/cta/redirect/269141/062a1b4c-4a3a-47f6-a03e-b88c8d5b1e47) **Get the book** - Australia [Amazon Aus](https://www.amazon.com.au/Build-Rebel-Playbook-Employee-Engagement/dp/1119390052/ref=zg_bs_4893915051_5?_encoding=UTF8&psc=1&refRID=XW7E4EQSFFGG96Q8SNDN), [Booktopia](https://www.booktopia.com.au/build-it-glenn-elliott/prod9781119390053.html), [Dymocks](https://www.dymocks.com.au/book/build-it-by-debra-corey-9781119390053/#.Wok6nJOFjOQ) - UK [Amazon UK](https://www.amazon.co.uk/Build-Rebel-Playbook-Employee-Engagement/dp/1119390052/), [WH Smith](https://www.whsmith.co.uk/products/build-it-the-rebel-playbook-for-world-class-employee-engagement/9781119390053), [Waterstones](https://www.waterstones.com/book/build-it/debra-corey/glenn-elliott/9781119390053)  - USA [Amazon USA](https://www.amazon.com/Build-Rebel-Playbook-Employee-Engagement/dp/1119390052/), [Barnes & Noble](https://www.barnesandnoble.com/w/build-it-glenn-elliott/1126954355), [Bulk Books](https://bulkbooks.com/products/build-it-a-practical-toolkit-to-build-employee-engagement-for-a-world-class-company), [800 CEO read](https://800ceoread.com/products/build-it-glenn-elliott-debra-corey-english) - [Help with bulk and special orders](https://www.rewardgateway.com/bulk-orders) - [Early bird gifts promotion](https://www.rebelplaybook.com/rebel-playbook/early-bird-gifts) **Media & Press ** - [Media Contacts](https://www.rebelplaybook.com/media-contacts) - [Author Bios](https://www.rebelplaybook.com/rebel-playbook/authors) - [Reader reviews](https://www.goodreads.com/book/show/35249665-build-it#other_reviews) - Image Library **Special Resources** - [Why the unicorns?](https://www.rebelplaybook.com/interviews/unicorns) - Why the rocketship? - Bad Bosses Ruin Lives - [Index to book resources and references](https://www.rebelplaybook.com/book-references) - [Endorser Daniel H. Pink](https://www.rebelplaybook.com/daniel-pink) - Endorser Margaret Heffernan - [Endorser Patty McCord](https://www.rebelplaybook.com/rebel-playbook/rebels/pattymccord) - [Further Reading](https://www.rebelplaybook.com/further-reading) Glenn Elliott: [Blog](http://www.glennelliott.me) Debra Corey: [Blog](https://www.linkedin.com/in/debracorey/detail/recent-activity/posts/) Follow Rebel Playbook: Copyright © 2017. [Cookie Policy](https://www.rewardgateway.com/uk/cookie-policy) [Privacy Policy](https://www.rewardgateway.com/uk/privacy-policy)  Made with love in London, Macedonia, Plovdiv, New York, Boston, Chennai & Sydney. [Credits.](https://www.rebelplaybook.com/rebel-playbook/credits) All proceeds from book and merchandise sales go to [The RG Foundation](http://rg.co/rgfoundation). Programme running costs are generously sponsored by [Reward Gateway](https://www.rewardgateway.com)