Southwest Airlines founder Herb Kelleher. He had an outsized, “out-there” personality, and he loved doing big promotional stunts—the goofier the better. Once, when another company threatened to sue the airline for a copyright infringement because it used the phrase “Just Plane Smart” in its advertising, Kelleher challenged the owner of that other small business to an arm-wrestling match. He proposed they put up a substantial amount of money to go to the winner’s choice of charities, and the winner also would get the right to the slogan. Mind you, Kelleher was in his sixties at the time, and
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