Herbert D. Kelleher, Southwest Airlines

CEO Herbert D. Kelleher hasn't stopped having fun since 1971, the year he helped start Dallas-based Southwest Airlines Co. (LUV) Neither have his investors, who saw Southwest shares nearly double in price last year, recently hitting $31. In an industry plagued with passenger discontent and labor troubles, the short-hop, low-fare carrier has turned a profit every year for the past 28 years. It also has never laid off anyone and has become an icon of offbeat customer service. Its flight attendants, for example, sometimes sing the flight safety instructions.

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