All ‘true’, but not very helpful. These are descriptions of desirable outcomes. Southwest’s values ring true because they were embodied in the form of the founder, Herb Kelleher, who lived them every day. If we trie to treat them as inputs instead of outputs it turns the whole process into a management manipulation. It’s an example of the Cartesian management mindset that is endemic in Anglo-American management thought and practice. See my blog: http://www.davidkhurst.com/down-with-descartes-if-you-cant-measure-it-you-had-better-manage-it/