How to Think Like the World's Greatest Marketing Minds

Guru Doers and Guru Thinkers

You can group the following marketing mavens as "guru doers," who have led companies to success, and "guru thinkers," who are known primarily for their marketing ideas as writers, consultants and academics. Here are some key marketing tips from the guru doers:

Herb Kelleher: Chairman, President and CEO of Southwest Airlines

After serving as Southwest Airlines’ legal counsel, Herb Kelleher became its chairman in 1978, when the company was 12 years old. From the beginning, he trusted his employees with the responsibility and incentive to do whatever was necessary to satisfy customer needs.

The airline focused on direct, short-haul routes, instead of a hub-and-spoke strategy. It positioned itself as a low-cost carrier and took steps to keep costs down by eliminating frills, such as prepared meals and assigned seating. The airline stayed focused on its mission: to provide low-cost, short flights. It also sought to attract a new class of customers - those who could now fly because costs were lower.

The company has pursued a "think small and act small strategy" to become bigger. It introduced new business systems to promote...