Harley understand that the trick’s not to sell, but to make people want to buy.
Virgin always try to bring non-category thinking to the category. (That's Branson crouching in the window.)
As he said when Virgin took flight: "I'm not in the airline business, I'm in the entertainment business.
And Ikea's innovation with 'flat-pack' furniture was to create a new category they could be first in.
The rest is just hard work and a little luck, but to quote Armand Hammer: "If you work thirteen hours a day you get lucky."