People matter most. Everyone knows that. But most companies would rather slash costs, cut headcount, replace well-paid employees with lower-paid employees or outsourced workers, and reduce customer service. No wonder so many fail and how others focused on doing the right thing can remain profitable and growth-oriented for decades. James Parker shows why "doing the right thing" isn't just naïve "feel-goodism": it's the most powerful rule for business success. Parker's stories won't just convince readers: they'll move them. He tells how, after 9/11, Southwest made three pivotal decisions: no layoffs, no pay cuts, and "no-penalty, no-questions-asked refunds" for any customer wanting them. The result: Southwest's revenue passenger miles for 4Q01 dropped by only 0.5%, and its market cap soon exceeded all its major competitors combined. These pivotal decisions grew naturally from its culture of mutual respect and trust: Parker reveals how that culture developed, offering deeply personal insights into the principles that can make any team, organization or company strong. Discover how great leaders are found at every level, "hire for attitude and train for skills," achieve unparalleled teamwork, and actually make work fun. Powerful and inspirational, Do the Right Thing proves that if one wants to build a great business, people really do matter most.