Hey, prime members, you can listen to business movers add free on Amazon music, download the app today.

To listen to business movers one week early and add free, join Wondry Plus in the Wondry app.

Download the Wondry app in your Apple or Google Play mobile app store today.

It's May 1966 and two transplants to Texas are meeting in a swanky San Antonio bar called the St. Anthony Club.

They're both 35, both tall and fit, both love brown liquor.

Rollin' King, an investment banker in San Antonio, sits on a scotch rocks.

A native Clevelander, Rollin' is a smart guy with a Harvard MBA and a pilot's license.

His lawyer is a New Jersey and named Herb Kelleher and is just a sharp.

Herb makes quick work of a glass of 101 proof wild turkey.

Alright Herb, you're going to get on board with my idea for a new airline or what?

I don't know, Rollin' your idea is a little weird.

Just days ago, Rollin told Herb that he wanted to start a new commercial airline that would bypass the owner's federal regulations that dominate the industry.

In the 1960s, airlines are controlled by a federal agency called the Civil Aeronautics Board.

This agency tells airlines where they can fly, when they can fly, and what they can charge.

It also controls new entrants into the market, which limits competition.

But Rollin believes he's found a way to navigate around the regulators in Washington.

Herb, what is so weird about being able to keep federal regulators from breeding down her necks?

If we limit our service to just Texas, we won't be subject to Washington bureaucrats.

We could set our own prices, our own schedules, undercut everyone on price.

But Rollin' that's exactly why it's a lousy idea.

The regulators are there to make sure you can't undercut the other airlines.

They'll never allow it.

...