As CEO and Founder of QVF Partners, Rita partners with organizations and individuals who want to transform ordinary work environments into high-performing, profitable cultures. She shares her expertise and resources to help create workplaces where enlightened leaders can leverage the strengths and diversity of their people as a competitive advantage. During her 25 year career at Southwest Airlines, Rita served in several roles including customer service, sales, marketing, public relations, and HR. In her last position she was director of the Southwest Airlines University for People. She was responsible for the design, development, and implementation of leadership and personal development programs for over 32,000 employees. She also established a career development services team, responsible for helping employees develop a career path. Rita has served on several advisory committees and boards and was a member of the ASTD Board of Directors, serving as chairwoman of the ASTD Board in 2005. She is often quoted in publications such as Harvard Business Review, Business Week, Corporate Meetings and Incentives, and The Wall Street Journal on topics of recruiting and training practices. Rita is the co-author of the new book, Destination Profit: Creating People-Profit Opportunities in Your Organization. As an international speaker and consultant, she has presented to and worked with groups in Europe, Mexico, Brazil, Australia, and Japan on topics including organizational culture, people strategies, leadership, innovation, customer service, and branding. When asked what business she is in, the answer is simply "the people business."