Michael O'Leary is a brilliant example of a CEO who is almost the complete polar opposite of Branson in every way except one: he uses his own persona and person

Michael O'Leary is a brilliant example of a CEO who is almost the complete polar opposite of Branson in every way except one: he uses his own persona and personality in the media to really drive Ryanair's value propositions forward. His widely publicised (and blue-sky) proposals, amongst others, to have only one co-pilot per flight, ask passengers to load their own baggage, and have standing-only sections are great examples of this. Edit: his proposal to remove all but one lavatory to make room for extra seating and charging for use of the remaining one is textbook.