--- title: "Meaning & Key Takeaway of: If you ever hear the words conventional…" description: "\"“If you ever hear the words conventional and wisdom conjoined, reject them. Because if it is conventional, it isn’t wisdom. And if it’s wisdom, it isn’..." image: "https://sms4smile.com/quotes/i/134/sean-iddings-82652_business_if-you-ever-hear-the-words-conventional_1340828.jpg" --- # If you ever hear the words conventional and wisdom… ![“If you ever hear the words conventional and wisdom conjoined, reject them. Because if it is conventional, it isn’t wisdom. And if it’s wisdom, it isn’t conventional. —Herb Kelleher How has Southwest been able to attain uncommon results in the worst industry in capitalism? The company has succeeded…” quote by Sean Iddings](https://sms4smile.com/quotes/i/134/sean-iddings-82652_business_if-you-ever-hear-the-words-conventional_1340828.jpg) [Download](https://sms4smile.com/quotes/i/134/sean-iddings-82652_business_if-you-ever-hear-the-words-conventional_1340828.jpg) [Open image](https://sms4smile.com/quotes/i/134/sean-iddings-82652_business_if-you-ever-hear-the-words-conventional_1340828.jpg) > ““If you ever hear the words conventional and wisdom conjoined, reject them. Because if it is conventional, it isn’t wisdom. And if it’s wisdom, it isn’t conventional. —Herb Kelleher How has Southwest been able to attain uncommon results in the worst industry in capitalism? The company has succeeded by being unconventional. Herb likes to tell the story of how a Washington think tank told the company that it would not be able to survive without six of the “keys to success” that other carriers have used. Southwest followed none of those keys to success. At every point of Southwest’s history, the company has successfully challenged industry norms. Southwest differed from the competition because of its low-cost fares. In the 1970s, before deregulation, flying was expensive, because the government controlled the prices. Rollin King and Herb Kelleher’s idea was to provide lower fares and enable a greater number of Americans to fly. Southwest would not be competing with other airlines but with other forms of transportation.”” [Sean Iddings](https://sms4smile.com/quotes/author/sean-iddings/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Conventional ideas often clash with true insight; true wisdom must break from the status quo to create breakthrough results. **In simple terms:** Wisdom isn’t conventional; break norms for success. Key Takeaway Challenge norms to innovate. Themes innovation leadership disruption business strategy industry norms Mood inspired determined optimistic Type business leadership motivational When to use this quote - airline pricing strategy - startup growth - organizational culture change - market entry tactics Key Concepts creative thinking strategic differentiation risk taking Questions to Reflect On - What norms could your organization question? - How do you balance tradition with innovation? A Different Perspective Conventional wisdom can sometimes be useful; rejecting all may ignore valuable lessons. ★ ★ ★ ★ ★ No ratings yet [Business](https://sms4smile.com/quotes/about/business/) [Conventional wisdom](https://sms4smile.com/quotes/about/conventional-wisdom/) [Fly Southwest](https://sms4smile.com/quotes/about/fly-southwest-4529116/) [Herb Kelleher](https://sms4smile.com/quotes/about/herb-kelleher-224102/) [Plane](https://sms4smile.com/quotes/about/plane/) [Southwest Competing](https://sms4smile.com/quotes/about/southwest-competing-4529115/) [Southwest Differed](https://sms4smile.com/quotes/about/southwest-differed-4529114/) [Success](https://sms4smile.com/quotes/about/success/) [Used Southwest](https://sms4smile.com/quotes/about/used-southwest-4529117/) [Wisdom](https://sms4smile.com/quotes/about/wisdom/) ## Related quotes > [“Herb met client Rollin King, an entrepreneur who had been running a third-level charter airline doing short-haul routes out of Twin Beaches since 1964.…](https://sms4smile.com/quotes/sean-iddings/herb-met-client-rollin-king-an-entrepreneur-who-had-been-running-a/) [Sean Iddings](https://sms4smile.com/quotes/author/sean-iddings/) > [“We went to look at Southwest Airlines in the U.S. It was like the road to Damascus. 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