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An unconventional guy, Herb Kelleher runs an unconventional business, Southwest Airlines, based in Dallas. Kelleher is a joker: he’s been known to appear in Elvis or hippie garb. He also has exhibited a fondness for cigarettes, booze, and having a good time. He believes in treating his employees as human beings. Southwest Airlines has an excellent safety record and is a roaring success. A native of New Jersey, Kelleher married a Texan, came to Texas to make good and did. A lawyer, he came on board early at Southwest Airlines as a minor investor, and became chairman in 1978 and chief executive officer in 1981. He’s still at it and shows no sign of slowing down. The airline is famed for low fares, short flights, no seat reservations and for challenging its competitors for a large share of the airline market.