Values cannot be speedily forgotten if it is inconvenient or commercially expedient. Values have to have meaning and longevity; otherwise they are valueless. You cannot embrace innovation up to a point or only sometimes. Branding demands commitment; commitment to continual re-invention; striking cords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.

I think great businessmen are more likely made than born. I don't know if it's from your upbringing, your parental background, the struggles you go through. In my own particular situation, I left school at 15 and I was struggling to survive in the jungle and that was a great education. So I think just getting out there, hands on, learning to survive teaches you a lot.

Set impossible challenges. Then catch up with them.

I like challenges in life and pushing myself out of my comfort zone.

We must rapidly wean ourselves off our dependence on coal and fossil fuels.

Every success story is a tale of constant adaption, revision and change. A company that stands still will soon be forgotten. Trying to provoke positive change is a principle we've embedded across the Virgin family for more than four decades.

Whatever you and your team decide your new brand will stand for, deliver on that promise. That's the only way you'll ever control your brand. And beware: brands always mean something. If you don't define what the brand means, your competitors will.