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"We've always had a pretty competitive and pretty ferocious battle with British Airways... It's lasted now about 14 years, and we're very pleased to have survived it."
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"Treating your adversary with respect is striking soft in battle."

"Carry the battle to them. Don't let them bring it to you. Put them on the defensive and don't ever apologize for anything."

"A wise man thinks it more advantageous not to join the battle than to win."

"Probably the battle of Waterloo was won on the playing-fields of Eton, but the opening battles of all subsequent wars have been lost there."

"I believe in the battle-whether it's the battle of a campaign or the battle of this office, which is a continuing battle."
Explore more quotes by Richard Branson

"With the casino and the beds, our passengers will have at least two ways to get lucky on one of our flights."

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

"And you know, I've had great fun turning quite a lot of different industries on their head and making sure those industries will never be the same again, because Virgin went in and took them on."

"Well, the odds must be against anybody being able to fly around the world in a balloon on the first attempt. All of us who are attempting to go around the world in balloons are effectively flying in experimental craft because these craft cannot be tested."

"Well, we know that people in Australia love the idea of both Impulse and Virgin Blue getting up and adding a bit of competition, and it's fun to be able to deliver it."

"I never get the accountants in before I start up a business. It's done on gut feeling, especially if I can see that they are taking the mickey out of the consumer."

"We're introducing separate rooms with double beds in all of our planes so people can actually go with their partner and have a proper night's sleep."

"Well, I think that there's a very thin dividing line between success and failure. And I think if you start a business without financial backing, you're likely to go the wrong side of that dividing line."

"I cannot remember a moment in my life when I have not felt the love of my family. We were a family that would have killed for each other - and we still are."

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