A business should be involving, fun, and allow one's creativity, according to the document. It states that the author has had fun transforming many industries by having Virgin enter them and change them forever. Additionally, the document notes that the author starts businesses on gut feeling rather than consulting accountants first, especially when seeing consumers being taken advantage of.

1. “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.”
“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.”