My general attitude to life is to enjoy every minute of every day. I never do anything with a feeling of, ’Oh God, I’ve got to do this today.’

Branson frames his work ethic as an extension of pleasure rather than obligation: the ideal day is not endured but chosen. The quote promotes an entrepreneurial mindset in which motivation comes from curiosity, autonomy, and a taste for challenge, not from grim duty. It also implies a deliberate filtering of commitments—if a task reliably produces dread, it should be delegated, redesigned, or declined. As a piece of self-mythology, it reinforces Branson’s public persona (optimistic, adventurous, anti-bureaucratic) and functions as advice: build a life and career where effort feels like engagement, so persistence becomes easier and burnout less likely.