Tucked away inside Southwest Airlines’ masterful new “Transfarency” TV spot are three little words that may never have been uttered on behalf of an airline before: “We like you.” Why is that a big deal? At least two reasons. First, it suggests subsequent action: because we like you, we do more things to make your flight pleasant. And second, it humanizes what has become an increasingly dehumanizing experience. Too many marketers lavish all their praise on their own company when they should be saving it for their customers. When was the last time you told customers or prospects that you like them? How soon can you start?