I can honestly say that I have never gone into any business purely to make money. If that is the sole motive then I believe you are better off not doing it. A business has to be involving, it has to be fun, and it has to exercise your creative instincts.

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'.

A business has to be involving, it has to be fun, and it has to exercise your creative instincts.

to be successful, you have to be out there, you have to hit the ground running

Good brands reflect the histories of the time and the group of people that made them. They can not be copied. They can not be recycled.

Business isn't about ties, suits and briefcases. It's about adventure.

When we start a new venture, we base it on hard research and analysis. Typically, we review the industry and put ourselves in our customer's shoes to see what we could do better.

Having colleagues nearby, whether at the beach or in a crypt, means the ideas are always flowing

A generation ago, the image was that you had to trample everyone else down to succeed; but I don't believe that makes good business sense