Protect your reputation. Don't be afraid of making mistakes.

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

There are some nasty, nasty incidents taking place in the world, but [it's] much better than it used to be.

The Virgin brand is not a product like Coca-Cola or Famous Grouse whisky. it's an attitude and a way of life to many. That attitude is about giving customers a better time and better value in a fun way that embraces life and seeks to give the customers something new.

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.

With all my employees, I listen to them, trust in them, believe in them, respect them and let them have a go! I never believe I know better than they do and have been fortunate over the years to build up a very strong management team whom I can trust and take advice from.

The key is to set realistic customer expectations, and then not to just meet them, but to exceed them - preferably in unexpected and helpful ways.