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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". 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.

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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

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Want more Bonnie?

Bonnie is a regular contributor for a number of HR publications - here are some of our favourite articles, videos and talks:



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