Through good times and bad, C. E. Woolman's faith in aviation's future never flagged. Woolman's most famous quotes which he used in many variations whenever he faced an internal audience:

• "Any individual or business that is completely honest in all its dealings is likely to succeed."
• "Let's put ourselves on the other side of the counter. We have a responsibility over and above the price of a ticket."
• "Bring me one more passenger!"
• "Quality begins with people."
• "No one person is an airline. An airline is a team. It must be friendly, courteous, cooperative, efficient and bound as closely as a devoted family."
• "An employee's devotion to his or her company, dedication to the job and consideration for the customer determine a company's reputation.
• "It is never sufficient to just transport people. We must transport people and goods with the highest respect and safety."
• "Consideration is an extension of safety. It begins with the first contact with our passengers, no matter where this is—reservations, porter, ticket agent or wherever. Make the customer feel special. There's more to flying than just buying a ticket."
• "Make the best with what you have. We need to make a profit, but watch carefully how our money is spent."
• "Do the best you can in your job, but if you come across some way to save while doing your job, then do it."
• "Be considerate of your fellow employees."
• "The only monotonous thing about the aviation industry is the constant change."

"One thing is unchanged; a concept of customer service expressed in our slogan, Service and Hospitality from the Heart. We've always tried to put ourselves on the other side of the counter and treat our passengers as we would like to be treated. We believe that an airline has a responsibility to the public over and above the price of the airline ticket. We've tried to live up to that responsibility.

The airline industry is keenly competitive. All of us have good planes, the only way in which we can excel is in the quality of service. And this is where the human factor enters.

No one individual can create an airline. An airline is a team. Members of the Delta team have put the meaning in our slogan of Service and Hospitality from the Heart through teamwork."