In a sense, when we started Virgin Atlantic, I was trying to create an airline for myself. If you try to build the perfect airline for yourself, it will be appreciated by others.

Fun is at the core of the way I like to do business and it has been key to everything I've done from the outset. More than any other element, fun is the secret of Virgin's success. I am aware that the ideas of business as being fun and creative goes right against the grain of convention, and it's certainly not how the they teach it at some of those business schools, where business means hard grind and lots of 'discounted cash flows' and net' present values'.

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

I definitely go on gut instinct but it has always had the back up of research and information.

Screw the competition - focus on good customer service.

We hope to create thousands of astronauts over the next few years and bring alive their dream of seeing the majestic beauty of our planet from above, the stars in all their glory and the amazing sensations of weightlessness and space flight.

Building a business is not rocket science, it's about having a great idea and seeing it through with integrity.