When Herb Kelleher, the self-proclaimed nut and CEO of Southwest Airlines wanted to announce his high-flying airline's jump into the air cargo and freight market, he did it in a rather unorthodox, yet fitting, way. He rolled up his sleeve to show his commitment to his new line of business, and there on his bicep was a shiny new tattoo that said, "Southwest Airlines does freight."
The minute I saw it, I thought, "Wow! That is a CEO who is committed."