I can't do a decent job explaining it but i'll try. First let me say I have an inclination toward cynicism. Be it innate or just bitterness over organizational failures I've seen in the AF. My bullshit detector for insincere platitudes and pep-talks is always on high gain. I also know that the SWA culture is often derided as a "cultish" by outsiders. It kinda is, but I'm buying it.
It all goes back to Herb. He knew most everyone's names, he hugged and even kissed all his employees, dudes included. Yeah I know, sounds gay. He drank, smoked, and threw wild parties. He was serious about cutting through the B.S. and making airplanes fly. His philosophy was "Take care of the employees first, and the customers will come." Herb is gone and SWA is a big airline now with big airline problems. Many aspects of the old SWA culture has dwindled, but a lot of it still exists. I won't go into everything, but there's books written on it and it's Fortune magazine's 11th most admired company in the world, behind #10 FedEx, and I can see why.
Here's just a few things. When I walk in the pilot lounge to check in for my trip, I get a hug from the ladies in the base coordinator office. If the Chief or Asst. is walking thru, he'll stop, handshake, crack a joke and visit. I often get hats, pins, cards, and other things in the mail for no good reason. All the company communications emphasize real positives. FAs often bring snacks, we often buy ops agents and gate agents coffee, new Captain upgrades typically serve hot dog lunches in the lounge one day. SWA throws big parties several times a year. The header of every paycheck says "Deposits made possible by your Southwest Customers." Maybe all this exists at other airlines too, I don't know. I just know I like where I'm at and I'm over 10 years in.
I could just show up and get a paycheck for flying airplanes, and there are many pilots who do, but it's a heck of a lot more fun if there's an over-arching atmosphere of fun and positivity. And it doesn't feel fake when the company has the numbers to prove it's success. I know that all sounds touchy-feely and it probably doesn't count for much when most people just want to get paid big bucks as quick as possible for working as little as possible. But once you've experienced it, it counts for something.