In 1996, Southwest Airlines was faced with an interesting problem when more than 100 cities were calling for them to expand service to their locations. Instead of jumping on the opportunity, 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 importantly, what can we learn from this story we can put to use in our own lives?