My number one rule in business, and in life, is to enjoy what you do. Running a business involves long hours and hard decisions; if you don't have the passion to keep you going, your business will more than likely fail. If you don't enjoy what you are doing, then you shouldn't be doing it.

We, we - as I say, we go in and shake up other industries and I think, you know, we do it differently and I think that industries are not quite the same as a result of Virgin attacking the market.

People who work for me are working for what I believe in. The leaders who run our companies do so on the basis of those who came first and who said, "A company is its people." I hope my companies are run on the basis of praising their workers and looking for the best in them, not criticizing them. In the same way that you water a plant and it sprouts leaves, people flourish when you praise them.

I was a risk-taker as a young man, and I don't regret it. I'm not adventurous in quite the same way now, but I still love the challenge of testing myself to the limits, flying around the world, or seeing if I can be the first to fly a balloon across the Atlantic, or trying to take people into space at an affordable price in an environmentally friendly way. I'll be going into space with three generations of my family!

Business is what concerns us. If you care about something enough to do something about it, you're in business

Free publicity and word of mouth is probably the best and cheapest form of advertising. Learn to use it to your advantage.

If you want milk, don't sit on a stool in the middle of a field in the hope that a cow will back up to you.