What can you do to make a difference? And why should you do it? (...) the scale of one's social investments doesn't matter. What matters is that you operate as a force for good at every scale available to you.

The brand is only as good as your products, so.. if people have a good experience on Virgin Atlantic or if they have a good experience on Virgin trains or.. if they have a Virgin mobile phone and they can get straight through to our people and they're well looked after and then they'll try the next product that we launch.

Be the best at what you do

To be successful, you have to be out there, you have to hit the ground running, and if you have a good team around you and more than a fair share of luck, you might make something happen. But you certainly can't guarantee it just by following someone else's formula.

And if after all this you eventually fail; don't take it personal. Don't be ashamed to start all over again.

When you are making a decision about how best to serve your customers, your own experience is often a better guide than a more sophisticated analysis of the market.

When people screw up, give them a second chance.