In thirty years around this business, I have just two management heroes (U.S)
Herb Kelleher (SWA): A really charasmatic person with a simple business plan. And as they have been demonstrating, works in good times and bad. One of the key concepts that other carriers have not quite broken the code on - when Southwest comes into a city, they do not just serve existing demand. They create demand by their price structure and frequencies.
Gordon Bethune (CAL) - In a way what he did was tougher - turn a truly horrid carrier into one of the best. That is a very difficult thing to do in this business. Turning a company that both the employees and customers disliked into one that consistently ranks high in surveys was/is quite an accomplishment.
I can see why UAL would love to have Gordan and his team on the property. Would be a great loss to CAL.