Southwest Airlines sent out an email to introduce its incoming CEO, Bob Jordan, to their Rewards members. Mr. Jordan wrote a traditional letter sharing his enthusiasm for the position — something that could be a template for the new CEO of any airline — but then Southwest took it a step further and helped people get acquainted in a very Southwest-like way.
True to their brand, the airline introduced Bob with informality and humor. In a 2-page infographic, they shared such trivia as what he eats for breakfast, his favorite Winter Olympic sport, whether or not he wants to scuba dive, and what he wanted to be when he grew up. They sprinkled in a few facts such as his degrees and family information but mostly it was irrelevant and irreverent. They made him human and made their message one that could only be used by Southwest.
We’ve all seen the boring bios that introduce new leadership to stakeholders. Maybe you can take a page from Southwest’s playbook to allow your next introduction to be one that makes people actually want to meet the guy.
