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'.

I prefer to have a great time and to keep my wits about me.

I have no secret. There are no rules to follow in business. I just work hard and, as I always have done, believe I can do it. Most of all, though, I try to have fun.

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.

"I think the most important thing is that in the last seven days we've just had the greatest adventure of our lifetimes." "I'm inquisitive ... and I love a new challenge... and if I feel that we can do it better than it's been done by other people, we'll have a go."

We'd love to be involved with the creation of something very special, something quite large and something quite exciting.

Fun is one of the most important - and underrated - ingredients in any successful venture. If you're not having fun, then it's probably time to call it quits and try something else,

Business leaders take things far too seriously, and forget that most of the time people spend in their lives is at work, and it should be fun.