1. Keep the idea simple enough to draw on a napkin.
In 1966, Rollin W. King sat with his lawyer, Herb Kelleher, in San Antonio’s St. Anthony Club and drew a triangle on a cocktail napkin. And lo, the napkin begat an airline. Rollin, owner of a money-losing commuter airline, wanted to start an intrastate carrier so the airline wouldn’t fall under the aegis of the Civil Aeronautics Board. Hence the triangle. He labeled the corners “Dallas,” “Houston,” and “San Antonio”—The Golden Triangle of Texas.
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