A true pioneer in the low fare airline segment, Southwest Airlines continues to set the bar. After successfully taking on the challenges of United Shuttle and Continental Lite to own the market, SWA decided just to tell the other airlines exactly how to do it. Knowing the spirit of Southwest cannot be duplicated, the first year we provided the blueprint for building a low fare airline. The second, we gave away their secrets of success. Neither report has produced a contender. Easier said than done. Right?