Just look at the track record of industries that they have entered and how they have done it. Last week they announced the newest business they will try to reinvent, now that they finally have their long awaited approval in the US to start a new domestic airline.

Their "secret" is actually quite simple: they look at an industry that is doing everything the same way, identify the pain points for customers of all companies in that industry, and focus their business on doing those things differently.

For Virgin America, this means doing the following:

1. Having a unique personality
2. Enable traveller's gadgetized lifestyles
3. Eliminate the hand signals and call button etiquette problem
4. Discounts without the discount airports
5. Connect with fellow passengers

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