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Richard: It was the
Vietnamese War was waging
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and I was against the Vietnamese
War, I was 15 years old.
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I decided to start a magazine
to campaign against it,
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it was called "Student"
and it became this sort of
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national magazine for young people.
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The magazine didn't make much
money but it got a big circulation,
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about 100,000 young
people bought the magazine
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and one day I took an
advert in the magazine,
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Virgin Records 10 to 60 percent
off any album on any label
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and listed the kinds of records we liked.
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Things like Frank Zappa
rather than Andy Williams
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and so it became very much the
rock and roll mail order company
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and then we started signing our own bands.
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Bands that we couldn't
get other record companies
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to release, we released ourselves.
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There are bands everywhere
that want to be found,
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it's finding the right ones
and I had a 15 year old boy
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called Mike Oldfield come to me
with a tape called Tubular Bells
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which he had recorded
all the tracks himself.
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I literally went to
another record company,
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borrowed an artist called
Sandy Denny's contract
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and we typed out the contract, you
know we managed to get "The Exorcist"
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to take the music and that
took it number one in America.
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It became a phenomenal success.
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Moved on and signed bands like the
Sex Pistols and the Rolling Stones
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and a lot of other , great bands.
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In those days there was
quite a lot of money
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to go around in the record business.
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A big hit album could sell
10 to 15 million albums.
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We went into the airline business
because I had record companies
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all over the world and I was traveling
a lot on other people's airlines
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and there was one time I took a flight
from Puerto Rico to the Virgin Islands
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and I got bumped by American
Airlines and chartered a plane
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and I came out with a
blackboard and for fun I wrote
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"Virgin Airlines $29"
to the Virgin Islands,
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walked around all the people who had
been bumped and I filled up my plane.
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And then as I was landing somebody said
to me, "sharpen up the service a bit
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"and you could go into
the airline business."
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And I've started three or four airlines,
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so Virgin Atlantic, Virgin
America, Virgin Australia
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and they've all gone really well
and the reason they've gone well
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is because they're the best
airlines in their field
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and if you're the best hotel or
the best shop or the best club
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or the best airline you survive.
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It's people who try to be
second-best who normally stumble.
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The key to our success is to offer
people much more than they'd expect.
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So we offer a much better
than first class product
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for our upper class passengers but
we charge a business class fare.
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We offer a class above
what people would expect.
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We do lots of nice little
things which surprise people.
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You know, just little
things like we give people
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an ice cream when they're
watching a movie or popcorn
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or we have a limousine
to and from the plane
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for our business class passengers.
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We put seat back videos in our planes
six years before anybody else did.
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We're smaller, we're more nimble.
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We're from the entertainment
business so we know
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that people like to be entertained.
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Virgin is always evolving.
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I start businesses not because
I think I'm going to make money
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at a business, I'm not
particularly interested in that.
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I start businesses because I think
I can make a real difference.
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The main thing to remember though is
if you do go out to start a business
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most people fail but most
people also pick themselves up
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and try again and again
until they finally succeed.
理查德：我15岁那年，越南战争爆发。我个人非常反对越南战争，所以我创办了一份面向年轻人的杂志——《学生》 ，来表明我的抗争。刊物发行后轰动一时，刊物并没有赚很多钱，但是影响力倒是不小，当时的销量曾一度达到10万册。
有一次，我在杂志上刊登了一则广告，以专卖店10%到60%的折扣低价销售音乐带，销售各式各样的音乐带，并陈列了我们喜爱的类型，就比如是弗兰克·扎帕的作品而不是安迪·威廉姆斯的。一时之间，生意非常火爆，邮购摇滚乐音乐带的订单源源不断寄来。（此处不确定）然后我们打算签约自己的乐队，我们无法从唱片公司那得到任何乐队，所以我们打算自己组建。到处都有乐队希望被发掘，最后终于找到了合适的。一个叫迈克·奥德菲尔德的15岁男孩带着他的专辑《管钟》出现在我面前，里面所有的曲目都是由他自己录制的。我又实地考察了另一家唱片公司，借鉴了一位叫桑迪·丹尼音乐家的合同，从而起草出和迈克·奥德菲尔德的合同。然后我们又设法让《管钟》成为国际大片《驱魔人》的背景音乐，使得《管钟》成为美国排名第一的音乐专辑，取得了显著的成功。
后来，许多大牌明星和乐队纷纷与我们签约，就比如当时红极一时的性手枪乐队和滚石乐队。那一段时间，唱片行业非常赚钱。一张炙手可热的唱片销量可达到1000万到1500万张。
当我在全世界范围内拥有维珍唱片连锁店的乘坐从波多黎各飞往维尔京群岛的航班，航班出了状况，不能登机，然后我自己租了一架飞机。出于好玩，我拿出了一块黑板，在上面写上到维尔京群岛“维珍航空只售29美元”，我拿着板子在未登记的人群中四处走动，很快人们纷纷坐上了我的飞机。当我到达维尔京群岛快要着陆时，有人向我提议：“你只要再提升一下的服务，就可以进入航空业了。”所以我着手开通了3到4个航班，比如维珍大西洋航空公司，维珍美国航空公司，维珍澳大利亚航空公司，它们都发展的非常好。它们是航空领域里你能承受的最好的航班，就想最好的酒店，商铺，最好的俱乐部一样。当人们受挫时，总是去尝试做第二。我们成功的秘诀就是向顾客提供大大超出期望值的服务和产品，我们以最低廉的价格为顾客提供远超一流阶层的服务。我们会做很多细小的事情来给人们带来惊喜，就比如在人们看电影的时候为他们提供冰淇淋或者爆米花，甚至还包括为商务阶层提供豪华轿车专线服务。早在六年前，我们就首次推出可座椅后背观看视频的服务。
我们公司相比较其他大牌公司更小，但也更加灵活。我们起家与娱乐行业，所以我们也就更了解人们对娱乐的需求。维珍一直在与时俱进，我从事商业并不仅仅是想要在一个行业内赚钱，我对赚多少钱兴趣并不大，我从事商业是因为我想改变世界。如果是从事过商业的人就会知道，最难忘的就是大多数人会失败，但是大多数人还是会越挫越勇，直到取得成功。（此处不确定）