Richard Branson said this quote

The first thing that has to be recognized is that one cannot train someone to be passionate--it's either in their DNA or it's not.

~ Richard Branson

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.

~ Richard Branson

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.

~ Richard Branson

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'.

~ Richard Branson