Screw It Let's Do It Market Entry

"What I do believe to be an essential, however, particularly for anyone with entrepreneurial aspirations, is an unfettered willingness to trust their instincts and to follow their own star, even if at times it might appear to be leading them towards the edge of the precipice."

"However, pushing the envelope and zagging when everyone else zigs is something that just seems to be part of my DNA, and to date it has worked pretty well for me – most of the time, at least."

"Virgin Group were ever to adopt such a motto, then something along the lines of ‘Ipsum Sine Timore, Consectetur’ would look incredibly impressive on a scroll right below our familiar red Virgin logo. Loosely translated from the Latin this means ‘Screw It, Let’s Do It’ and, as mission statements go, that’s about as real as it gets!"

"Anyway when John raised the subject in front of all the airline heads I was probably expected to be the one to quickly put this Qantas interloper in his place and say something like, ‘Sorry, but that is one area where we cannot go.’ On the contrary, other than John, I think I was the only one in the room who thought it made sense and so said, ‘Screw it, if that’s what you think you need then let’s do it.’ The result was a very different-looking sideways rendition of the logo that, in all honesty, some love and some don’t, but the updated treatment freshened up the brand and got us lots of media and consumer attention in the process."