The Importance of Playing the Right Tone

“Guitar gurus say, “Tone is in your fingers.” You can buy the same guitar, effects pedals, and amplifier that Eddie Van Halen uses. But when you play that rig, it’s still going to sound like you.” (taken from 'Rework' by David Heinemeier and Jason Fried) 

So many airlines have replicated the tangible structure of Southwest Airlines' low-cost model (single aircraft type, point-to-point network, shorter turnaround times), but not many have made it right. What they couldn’t replicate was the Southwest tone.