Set impossible challenges. Then catch up with them.

We [Virgin Group] have been successful not by wasting time scrutinising our competitors but by looking at ourselves from the point of view of our customers do and seeking feedback through listening.

In the '80's my gut feeling was that airlines were crap. I hated spending time on planes. I thought we could create the kind of airline I'd like. So we got a secondhand 747 and gave it a go.

By nature I am curious about life, and this extends to my business.

Success cannot be measured in wealth, fame or power, but by whether you have made a positive difference for others.

It isn't effective or productive to force your employees to do anything. Choice empowers people and makes for a more content workforce.

Innovation happens when people are given the freedom to ask questions and the resources and power to find the answers.