It is, he tells his audience, all so simple. Decide what business you're in - and do it better than anybody else. Simple.
If one man embodies this spirit, it is Sir Richard Branson. The joy of the Virgin Atlantic experience is exactly because of the forensic way it has deconstructed your journey and asked itself how it could do it a little better. All beautifully wrapped in cheeky, optimistic, brand-Branson.
Perhaps because of the particularly anthropomorphic nature of the brand, I find the news that it's 25 a little irrelevant - for people it's a non-significant age - and I certainly don't like the idea of Virgin growing up.
Having said that, I do kind of like the Gene Hunt-ness of the TV advertising, and in these gloomy times everybody needs a bit of cheering up; so perhaps being 25 is as good a reason for throwing a party as any.