The key is to set realistic customer expectations, and then not to just meet them, but to exceed them - preferably in unexpected and helpful ways.

Seek out strategic alliances; they are essential to growth and provide resistance to bigger competition.

Don't wait till you are big before you begin building your brand. Build a brand from scratch alongside your business.

Don't think what's the cheapest way to do it or what's the fastest way to do it. Think what's the most amazing way to do it.

I want Virgin to be as well-known around the world as Coca-Cola.

We've always had a pretty competitive and pretty ferocious battle with British Airways... It's lasted now about 14 years, and we're very pleased to have survived it.

Starting a business is a huge amount of hard work... You had better enjoy it.