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New Year's is here, and with it brings the possibility of change.

As one behavioral scientist put it, first starts are really powerful.

So as you head into 2023, LifeKit is a great resource to help you plan your life and tackle changes, both big and small.

Listen to the LifeKit podcast from NPR.

You were basically introducing these really low fares.

Were these airlines trying to match your prices?

Yes, in some cases they were.

And we told the public of Texas that you could fly at the lower fare.

But if you paid the higher fare, we would give you a free bottle of whiskey.

And so for a couple of months, we became the largest liquor distributor in the state of Texas.

From NPR, it's how I built this.

The show of innovators, entrepreneurs, idealists, and the stories behind the movements they built.

I'm Guy Ross, and on today's show, how an eccentric Texas lawyer turned a crazy idea into Southwest Airlines.

Now one of the biggest airlines in the world.

Could you just start by introducing yourself, Mr. Keller?

Make it herb, if you would.

Herb, please.

Okay, herb. Can you just say your full name?

This is herb, Keller Herb.

And you're best known as the founder of Southwest Airlines.

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