This constituency is palpable at Richard Branson's Virgin group. Virgin's business model is based on their mission of giving the competition a run for their money. This mantra is their plan, and one that spawns emergent ideas. Employees are motivated to be innovative and seek opportunity by sharing their own experiences with poor service, service gaps, and product insufficiencies. Virgin pushes employees to conceptualize what the service or
product experience could ideally be, and then encourages business cases. Virgin funds these business cases and provides the capital to start a new Virgin-branded line that looks promising. Effectively. gains are made in areas where other organizations have stumbled.