This reminds me of a story about Herb Kelleher, one of the founders of Southwest Airlines. One outrageous incident was his arm-wrestling showdown with the

This reminds me of a story about Herb Kelleher, one of the founders of Southwest Airlines. One outrageous incident was his arm-wrestling showdown with the CEO of Stevens Aviation in 1992. Both Stevens and Southwest were using the advertising tagline "Plane Smart." To settle the matter, Kelleher suggested an arm-wrestling competition with the winner keeping the rights to the slogan. Kelleher lost the match, but the event generated so much good will and publicity that Stevens let Southwest continue use of the tagline. http://www.pbs.org/kcet/chasingthesun/innovators/hkelleher.html http://www.pbs.org/kcet/chasingthesun/innovators/hkelleher.h...