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Personal Thoughts on Lamar Muse

Aviator C
I just read  a few minutes ago that Lamar Muse, Southwest's first President and CEO has passed away.  Although I joined Southwest much later, I remember his role with Southwest during those early precarious days of our existence.  The first thing I think of when I hear his name is that famous Southwest print ad that was used during the pivotal fare war with Braniff, when Southwest gave its Customers the option of either paying Braniff's fare that was designed to run us out of the skies or taking home a fifth of premium liquor.  Lamar's picture appears in the ad, next to big bold type proclaiming:  "Nobody's Going to Shoot Southwest Airlines out of the Sky for a Lousy $13." I know that I join my fellow Employees in sharing our sympathy with the Muse family.