--- title: Robert Crandall Remembers Friend Herb Kelleher description: American Airlines' Robert Crandall remembers the co-founder and CEO of Southwest Airlines, Herb Kelleher, who died at 87 on Jan. 3. canonical: https://time.com/5498901/american-airlines-robert-crandall-southwest-herb-kelleher-death/ author: Robert Crandall article:opinion: true article:content_tier: free article:published_time: 2019-01-10T10:45:02.000Z article:modified_time: 2026-02-23T22:27:43.293Z article:section: Ideas og:title: American Airlines’ Robert Crandall Remembers Herb Kelleher, the Soul of Southwest og:description: Though competitors, Crandall says he and Kelleher developed a friendship og:url: https://time.com/5498901/american-airlines-robert-crandall-southwest-herb-kelleher-death/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltc906f5b6792417d0/698942f7656a3f2842bd666b/herb-kelleher-southwest-airlines-dead-milestones-web.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 2405 og:image:height: 1353 og:image:alt: Herb Kelleher Southwest Airlines Dead Milestones WEB og:type: article twitter:card: summary_large_image twitter:title: American Airlines’ Robert Crandall Remembers Herb Kelleher, the Soul of Southwest twitter:description: Though competitors, Crandall says he and Kelleher developed a friendship twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltc906f5b6792417d0/698942f7656a3f2842bd666b/herb-kelleher-southwest-airlines-dead-milestones-web.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # American Airlines’ Robert Crandall Remembers Herb Kelleher, the Soul of Southwest > Sponsored content. 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It explains how TIME's journalism is made, from the first pitch through the editorial decisions behind a finished story or cover. #### How can I read about how TIME chooses its covers? Inside TIME is the newsletter where TIME's Editor-in-Chief explains cover selection and the editorial reasoning behind major stories. It is free at time.com/newsletters. #### Who is the editor of TIME? Sam Jacobs is TIME's Editor-in-Chief. He writes Inside TIME, a twice-weekly newsletter about the newsroom's reporting and editorial decisions. #### Is Inside TIME free? Yes. Inside TIME is a free newsletter, available at time.com/newsletters. A paid TIME subscription is separate and available at time.com/subscribe-agent. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-inside-2026q3/newsletters?i=7f696420-d36d-499d-bfd1-ecd0c6f152bf&cr=time-nl-inside-2026q3-v1) by [Robert Crandall](https://time.com/author/robert-crandall/) ## Robert Crandall Jan 10, 2019 10:45 AM UTC  Kelleher, shown in 2005, was a prominent figure in the Dallas business community throughout his career Kelleher, shown in 2005, was a prominent figure in the Dallas business community throughout his career David Woo—Corbis/Getty Images by [Robert Crandall](https://time.com/author/robert-crandall/) ## Robert Crandall Jan 10, 2019 10:45 AM UTC As the co-founder and CEO of Southwest Airlines, Herb Kelleher—who died at 87 on Jan. 3—was my competitor, but he was also a nice guy. Since neither of us could see any point in being unpleasant, we developed a friendship during several years of growth for both Southwest and American Airlines. In fact, we used to do gags back and forth. At one point Herb painted one of his airplanes like a whale and called it Shamu. I called him up and said, ‘What are you gonna serve on this plane, whale-sh-t mousse?’ A couple of days later, the phone rang in my office and the receptionist told me that somebody from Southwest came by and left me something. It was a pie pan of chocolate pudding with a little sign in the middle that said whale-sh-t mousse. He had an effervescent sense of humor and liked to take ordinary situations and turn them into fun events if he could. At the same time, he was running an airline that turned out to be a great success. He was a pioneer in low-cost air travel, boiling the business down to essentials. His underlying notion was that if you deliver a quality product and treat people well, customers will come back and employees will do their best. Herb was a man of great integrity. We need more leaders like him. _Crandall is a former president, CEO and chairman of American Airlines_ ```json [{"@context":"https://schema.org","@type":"OpinionNewsArticle","@id":"https://time.com/5498901/american-airlines-robert-crandall-southwest-herb-kelleher-death/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/5498901/american-airlines-robert-crandall-southwest-herb-kelleher-death/"},"headline":"American Airlines’ Robert Crandall Remembers Herb Kelleher, the Soul of Southwest","datePublished":"2019-01-10T10:45:02.000Z","dateModified":"2026-02-23T22:27:43.293Z","description":"Soul of Southwest","url":"https://time.com/5498901/american-airlines-robert-crandall-southwest-herb-kelleher-death/","keywords":["remembrance"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/bltc906f5b6792417d0/698942f7656a3f2842bd666b/herb-kelleher-southwest-airlines-dead-milestones-web.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Robert Crandall","jobTitle":null,"url":"https://time.com/author/robert-crandall/"}],"articleSection":"Ideas","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/bltc906f5b6792417d0/698942f7656a3f2842bd666b/herb-kelleher-southwest-airlines-dead-milestones-web.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Herb Kelleher Southwest Airlines Dead Milestones WEB","caption":"Kelleher, shown in 2005, was a prominent figure in the Dallas business community throughout his career","creditText":"David Woo—Corbis/Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/ideas/","name":"Ideas"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/remembrance/","name":"remembrance"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/5498901/american-airlines-robert-crandall-southwest-herb-kelleher-death/","name":"American Airlines’ Robert Crandall Remembers Herb Kelleher, the Soul of Southwest"}}]}] ```