The founder and president of the Virgin Group -- with ownership of some 200 companies in over 30 countries and interests in travel, tourism, and resorts on a few continents -- tells BlackBook about his humble beginnings, having luck on his side, hoping that airline hero Sully may join the team, and his obsession with sticky puddings.

How did you get your start in business?
I left school and started Student Magazine from out of a call box. It turned out to be the best decision I ever made. I found out that a lot of school was a waste of time for me. The magazine was my education. Then I started on the record side, and it turned out to be more fun. And that took over.

Right now, you’re in the air. What kind of phone are you using to make this call?
We’re basically using wifi, and by next month, we’ll be the only airline in the world with full Internet. You can use your Blackberry up here. Business people can spend their hours working, and kids will have access to the net.

Jonathan Benno, chef de cuisine at Thomas Keller's Per Se Restaurant at the Time Warner Center in New York, on the downside of popular gastronomy, BMW motorcycles, and escaping the kitchen to make time for the fam.

Where do you go out when you're off duty?
Al di Là in Park Slope. It's a husband and wife team I've known for a really long time. They do traditional Italian cooking, and it's just a place that's from the heart. She does the kitchen, and he does the dining room. It's small and special. Either of Michael White's New York restaurants -- Convivio or Alto -- because he has such a command of Italian cuisine, and he's a really, really nice guy. Hearth by Marco Canora, formerly of Craft, and Paul Greco, formerly of Gramercy Tavern, is great because the place is a real labor of love for two guys who were at the top of their games at successful restaurants. They borrowed the money to open this little restaurant in the East Village, and they made it work.

Heather Tierney, apothecary-at-large for Chinatown destination Apothéke on comparisons to Amy Sacco, being the bad twin, and dealing with Chinese landlords.

Have people compared you to Amy Sacco? Admittedly yes, and I am honored. She is giant in this business. I might know 1% of the people she knows, so it is flattering for someone to say I am like her.

Where have you been going out? I like small places that have an identity. I like La Esquina ... I think that place is brilliant. It's completely original, and it still holds up. It will be there a long time and the food is excellent. I like this place in Williamsburg called Moto. It's in this old check-cashing shop. It’s a random location in the middle of nowhere. They made a great Parisian bistro/bar with great details. It's just so charming. Sometimes they have a band, and you have to walk through the band to enter.

Sometimes you’ve got the urge to splurge ...

1. The Grocery - Innovative farmfresh cuisine in a tiny, elegant setting: as transcendent as NYC gets.
2. Chanterelle - The city’s best spot for foodgasms, with elegance done to perfection.
3. Eighty One - Creativity saved on the name is channeled into impeccable locally sourced menu.