BA vs Virgin

In this illustration of ESP linguistic analysis, mission statements from two of the UK's biggest, rival airlines have been transcribed into ESP's bespoke software programme that identifies and scores defined language patterns and vocabularies.
As you may see from the analysis above, the software has identified and scored language patterns and vocabularies that we know from extensive research correlate with key aspects of gaining rapport, engaging with, persuading  and motivating an audience.
In these results, Virgin Atlantic's mission statement is more likely to persuade and motivate people to take action. However, an important precursor to this is the extent to which rapport with the audience has been established. And the extent to which language constructions have been used that we know are better at activating a listener’s neurology.

From these results, ESP's linguistic analysis software predicts that the British Airway's statement is more likely to establish a rapport and be more charismatic than the Virgin statement - surprising when you think that charisma is a trait usually associated with Richard Branson, the figurehead of the Virgin Empire.