Brands always mean something. If you don't define what the brand means, your competitors will

Your brand or your name is simply your reputation, you have to fight in life to protect that as it means everything. Nothing is more important.

The quality of business communications has become poorer in recent years as people avoid phone calls and face-to-face meetings, I can only assume, in some misguided quest for efficiency.

Be the best at what you do

So I've seen life as one long learning process. And if I see - you know, if I fly on somebody else's airline and find the experience is not a pleasant one, which it wasn't in - 21 years ago, then I'd think, well, you know, maybe I can create the kind of airline that I'd like to fly on.

There isn't a flight goes by when I don't stare out of the window and thank my stars for what I'm seeing and feeling.

Above all, you want to create something you're proud of.