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EXECUTIVE FOCUS: KAY REEVES CALDWELL, RESERVATIONS MANAGER FOR SOUTHWEST AIRLINES

SHARE EXECUTIVE FOCUS: KAY REEVES CALDWELL, RESERVATIONS MANAGER FOR SOUTHWEST AIRLINES

VITAL STATISTICS

Age: Please. A woman who tells her age will tell anything.Where born: Midland, Texas (home of the oil barons).

Family: Son, Lance Miller.

Education: Ph.D. in life and experience.

Primary products: Customer service and seats on our 737 Boeing jets.

Primary markets: 49 cities in 23 states.

Number of employees: 600 in reservation center; there will be more than 850 this fall..

Annual sales: Net income ending Dec. 31, 1995 - $182.6 million.

PERSONALITY PROFILE

First "real" job: I was young, beautiful and had this great figure (what happened?). So I was selected as a model to tour with Black Velvet Liquor as a public relations campaign. I wore this beautiful black ball gown and smiled a lot. Of course, I couldn't tell my parents - they would never approve.

Management style: My management style is: be fun, direct, fair, open-minded, creative, encouraging and always use a sense of humor!

Strategy for success: Believe in yourself, always help others and everything else will fall into place. (Oh yes, and don't shoot until you see the whites of their eyes.)

A memorable failure: Regrets, I've had a few, but then again, too few to mention! I've really had a genuine life - no regrets.

Heroes: Herb Kelleher; my son; Jacqueline Kennedy Onassis.