In 1996, Southwest Airlines was faced with an interesting problem. During the previous decade, the airline company had methodically expanded from being a small regional carrier to one with a more national presence. And now, more than 100 cities were calling for Southwest to expand service to their location. At a time when many airline companies were losing money or going bankrupt, Southwest was overflowing with opportunity. So what did they do? Southwest turned down over 95% of the offers and began serving just four new locations in 1996. They left significant growth on the table. Why would a business turn down so much opportunity? And more important, what can we learn from this story and put to use in our own lives? Read here.