Colleen Barrett began her career as an Executive Secretary, yet Southwest Airlines’ Founder chose her to succeed him as President. When asked why, he said, “Because she knows how to love people to success.” From Lead with Luv, by Ken Blanchard & Colleen Barrett
On a day that celebrates love, I find that it’s only fitting to share the inspiring origin story of Colleen Barrett, the namesake of our program’s most prestigious award, the Colleen Barrett Award for Administrative Excellence. Because after all, this is a story that’s all about love. Her love of people and humanity, the impact she had in leading with love, and her contributions that shaped the very ethos of Southwest Airlines, the ‘luv’ airline.
It’s 1967 in Texas. With a two-year legal secretarial degree from Becker College and $4 in her pocket, Colleen Barrett finds herself in downtown San Antonio, eager to land a job.
In a world without iPhones and Google, Colleen is both resourceful and determined from the start. She decides that buildings with over six stories were most likely to house law firms, so she methodically makes her way into law offices, one by one, until someone agrees to hire her on the spot, supporting a semi-retired attorney at Wilbur Matthews' law firm.
But fate had bigger plans.
While working in the office one day, Colleen encounters a disheveled attorney in a frenzied rush, papers flying all around him as he runs down the hallway - late to court, as he often was. It was at this moment that Colleen would utter four words that would not only catapult a career but also redefine the aviation industry and forge two industry icons in the process.
“Could I help you?” she asked.
That attorney was Herb Kelleher. A brilliant yet notoriously disorganized lawyer, Herb was often found working late into the night in his office, working on complicated cases, his ideas spilling out in cursive on yellow legal pads of paper. One night a security guard from the building walked into Herb’s office and mistook his mess for signs of a struggle. The guard telephoned the police and reported a break-in. Turns out it wasn’t evidence of a break-in, but a brilliant mind making its way through a legal battle.
That fateful day, Colleen who would not only bring order to Herb’s chaos (she learned his most important papers were in the trash can) but establish herself as an invaluable ally who would begin their 50-plus-year history together at Southwest. Long before it was a thing to consider your Executive Assistant your strategic partner, Colleen was right there, alongside Herb at every step. She not only had a seat at the table but was involved in everything – just the way he wanted it. From the early legal battles that got the airline off the ground to the repeal of the Wright Amendment in 2014, battles that were critical in shaping not only Southwest Airlines but also the entire U.S. airline industry.
Colleen’s influence at Southwest was monumental. The Colleen Barrett Institute, established by Southwest to honor her incredible legacy, highlights her balanced focus on both the business needs and the well-being of employees and customers:
"Colleen gave equal priority to the needs of the business and the needs of Employees (and, by extension, Customers)—quite possibly, her most valuable gift to Southwest Airlines. She believed the success of one could not happen at the expense of the other. She fought tirelessly to ensure that all had a place at the proverbial table, whether debating policies, crafting processes, or casting a vision for the future. Colleen and Herb’s passion for the People of Southwest Airlines was the driver not only of Southwest’s one-of-a-kind Culture but also their “do the right thing” approach to serving Customers.
Led by “The Golden Rule,” Colleen eschewed formal service policies, believing there rarely is only one “right” solution for every problem. She encouraged Employees to lead with their hearts as much as their heads when helping Customers, even in an industry as highly regulated as commercial passenger aviation.
Colleen led by example. She personally corresponded with Customers, answering complaints, compliments, and an endless array of inquiries. She often sent handwritten notes, gifts, and, on one occasion, extended an invitation for a Customer to be Southwest President for a Day! Being transparent, thorough, honest, and kind are key components of her communication style, and in her tenure at Southwest, it translated into intense Customer loyalty for the airline. She took that same approach, with even greater intensity, in caring for her “Internal Customers”—Southwest Airlines Employees.
Colleen drew energy from delivering thousands of heartfelt notes, remembering birthdays, anniversaries, and life events, capitalizing on teaching moments, and never failing to recognize excellent performance or any act of kindness, heroism, or service that impressed her. This passion for Employees led Colleen to create a Team called Internal Customer Care, solely dedicated to these efforts. (Though the name has changed to Coheart Care, the original mission remains the same–to be in service to the now over 75,000 Employees of Southwest Airlines.)
Colleen’s rise at Southwest was quick and merited. Her valuable combination of exceptional administrative skills, an intuition for understanding people, and a heart for service led to her involvement and Leadership in almost every aspect of the business.”
Colleen evolved from Herb’s secretary to a rapid ascension through the ranks, becoming Vice President of Administration and later Executive Vice President of Customers. Known as the "Queen of Hearts" in the airline industry, Colleen, like Herb, believed in the simple yet revolutionary idea at the time, that a company is strong if it’s bound by love rather than fear, and that if your employees come first they'll take great care of the customer, who will keep coming back. Colleen was instrumental in cultivating this employee-centric culture, rooted in servant leadership and egalitarian values that would take the airline to extraordinary new heights.
Colleen’s remarkable journey reached a new milestone in March 2001 when she broke barriers as the first woman to become president of a major airline. During her presidency, Colleen demonstrated remarkable resilience and ingenuity, successfully navigating Southwest through the challenging post-9/11 era. She achieved this without resorting to layoffs and while maintaining Southwest’s profitability, further solidifying her legacy not only in the aviation industry but in business.
Colleen’s story with Southwest Airlines isn’t just a tale of corporate success; it’s a story of perseverance, passion, and heart. All the makings of a great love story.
A few months ago, I had lunch with Colleen at her home. Over a swanky spread of Chick-fil-A chicken tenders, french fries, and frosty coffees, I asked Colleen a question that’s been on my mind since we began our partnership turned friendship 13 years ago. This was when she gambled on the daughter of a retired Executive Secretary who harbored an ambitious vision to publicly honor people like Colleen and my mother, whose profound influences, I believed, merited recognition and their long-overdue moment in the spotlight.
I asked: “Colleen, how does someone with your humble beginnings, without any formal business education go on to become the first female President of a major airline without second guessing yourself every step of the way? Where did you get your confidence from?”
Her response, imbued with the simplicity and profound insight I had come to expect, perfectly encapsulates the essence of her journey. “Whenever I faced something new, that I hadn’t done before I would just say, let me try.” She reflected.
“And if Herb told me I could do something, I just believed it.” She added in a moment of introspection.
Today, as we celebrate Valentine’s Day let's also celebrate the Queen of Hearts, a woman who taught us all that the business world is indeed the perfect stage to lead with love and heart.
What an amazing example for us all that the sky truly is the limit for Administrative Professionals and the leaders who believe in them.
To learn more about the Admin Awards' highest honor, the Colleen Barrett Award for Administrative Excellence visit the Admin Awards.