The case describes the creation and evolution of Brazil’s first low-cost airline – GOL. From the outset GOL was driven by innovation and within a few years of operating had become the country’s leading airline. Although initially a low-cost carrier, over the years it became increasingly customer-centric, striving to improve the customer experience by removing the pain points of air travel.

This case follows the development of Richard Branson from his early days as the editor of his own student magazine to his current status as founder and Chairman of the Virgin Group. It focuses on the iconoclastic, yet extremely effective, management style and business philosophy of a man who has become one of the world's best-known entrepreneurs.