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

In the '80's my gut feeling was that airlines were crap. I hated spending time on planes. I thought we could create the kind of airline I'd like. So we got a secondhand 747 and gave it a go.

Train people well enough so they can leave, treat them well enough so they don't want to.

Fortunately we're not a public company - we're a private group of companies, and I can do what I want.

The brands that will thrive in the coming years are the ones that have a purpose beyond profit.

The important thing is that you've got a strong foundation before you start to try to save the world or help other people.

You've got one go in life, so make the most of it.