Fun is at the core of the way I like to do business and it has been key to everything I've done from the outset.

People do not mind people who try things and fail. If you're a good entrepreneur, you're not going to succeed in every single thing you try. You've got to try to succeed at more things than fail.

I decided there must be room for another airline when I spent two days trying to get through to People Express.

If you look after your staff, they'll look after your customers. It's that simple.

Spend more time smiling than frowning and more time praising than criticizing.

I suspect in most companies, the public relations person is down at No. 20 in the pecking order. But here, he is fighting incredibly important battles. If a negative story starts running away with itself in the press and is not dealt with fast, it can badly damage the brand, and so we put enormous weight on our PR people.

We're going where no one has gone before. There's no model to follow, nothing to copy. That is what makes this so exciting.