Realize that the people who are working with you, this is their life. You know, 80% of their time is spent at work. Make sure that they're proud of what they're doing, that they're enjoying what they're doing.

We've got an engaging, edgy, vibrant, fun product, ... It may or may not work, but we're going to give it our best shot.

Most of our businesses do succeed, but if something completely fails, then as long as we bow out gracefully and pay off all our debts, and nobody gets hurt, then I don't think people disrespect Virgin for trying. The public appreciates someone having a go; it appreciates the attempt. Who's been a success in life who hasn't failed?

I am constantly pushing myself and my own expectations and have always found that I've always come out better for it. Fear is human nature, but turning fear into opportunity is what will make a difference. I would much rather look back at my life saying "I can't believe I did that," than, "What if I had done that?"

By working hard, by making the right moves, you can create your own luck, I think. But certainly luck plays a part.

My interest in life comes from setting myself huge, apparently unachievable challenges and trying to rise above them.

And obviously, from our own personal point of view, the principal challenge is a personal challenge.