SELF IMPROVEMENT

Herb Kelleher dressed as Elvis, a paper bag over his head on, TV bragging about drinking Wild Turkey and skunnige tell stories. Among the legendary spectacle attacks, he finds time to change the airline industry.

Kelleher was the establishment of Southwest Airlines Co., the fight against legal battle to start the airline. As an executive for two decades, he built an airline that is now more U.S. passengers than any other bear. Most U.S. airlines lose money more often than they deserve, but Southwest has always posted an annual profit.

It's been a decade since Kelleher, now 80, retired as executive officer and three years after he left as chairman, but he was still in office days. He gives advice when current CEO, Gary Kelly, ask for it. Recently, Kelleher sat in his office for an interview with The Associated Press.