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In 2004, after Branson’s reality show The Rebel Billionaire got panned by the public and received poor ratings, he received a letter from Donald Trump. Publishing the letter in its entirety in his new book, Trump wrote that Branson would go “down in flames” and called his airline a “terrible business.” An excerpt from the letter reads:

“You have no television persona and, as I found out with others a long time ago, if it’s not there there’s not a thing in the world you can do about it. At least your dismal ratings can now allow you to concentrate on your airline which, I am sure, needs every ounce of your energy. It is obviously a terrible business and I can’t imagine, with fuel prices etc., that you can be doing any better in it than anyone else. Like television, you should try to get out of the airline business too, as soon as possible!”

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