First and foremost, any business proposal I like must sound fun.

I never went into business just to make money - but I found that if I have fun, the money will come. I often ask myself, is my work fun and does it make me happy? I believe that the answer to that is more important than fame or fortune. If it stops being fun, I ask why? If I can't fix it, I stop doing it.

Play fair, be prepared for others to play dirty, and don't let them drag you into the mud.

We've all got to do everything we can to avoid conflicts.

I was never, ever interested in becoming a businessman or an entrepreneur. If I was a businessman, or saw myself as a businessman, I would have never gone into the airline business.

I think sometimes when you come from a conservative background, you want to rebel a little bit. I dropped out of school at 15 and learned early in life that saying yes was a lot more fun than saying no. If you have the opportunity to explore the skies and attempt something people haven't done before - well, I was damned if I was going to sit around watching television while someone else was doing it.

In the beginning it was just about the business - now it's about the brand.