And obviously, from our own personal point of view, the principal challenge is a personal challenge.

Look, I think that when we started Virgin Atlantic 30 years ago, we had one 747 competing with the airlines that had an average of 300 planes each. Every single one of those have gone bankrupt because they didn't have customer service. They had might, but they didn't have customer service, so customer service is everything in the end.

I believe a good leader brings out the best in people by listening to them, trusting in them, believing in them, respecting them and letting them have a go.

As a leader of people, you have to be a great listener, a great motivator, be very good at praising and bringing out the best in people.

Purpose is not an add-on, it’s not an initiative. It is a culture change and it never finishes

Business is the force of change. Business is essential to solving the climate crisis, because this is what business is best at: innovating, changing, addressing risks, searching for opportunities. There is no more vital task

No matter where my travels take me, my day starts with a good work out, preferably kitesurfing or tennis. Exercise puts me in the right state of mind for the day. Dedicating time in the morning to exercise your body will make a big difference when you have to focus your mind on the day's work.