Michael O'Leary has promised to take an extraordinary vow of silence in order to better help Ryanair, the airline he has led for nearly 20 years.
After recently promising an end to Ryaniar's "macho" culture and to "stop unnecessarily pissing people off", O'Leary confessed on Thursday he was "getting in the way of the brand stuff".
The notoriously controversial chief executive made the pledge as he feared Ryanair's "cheeky chappie" image was stopping it attracting lucrative business travellers, despite the airline's record for punctuality and swift check-in times.
O'Leary wants you to stop linking Ryanair with comments like these...
Rudest Michael O'Leary Quotes
"This is where it has to change. I'm getting in the way of the brand stuff," he said.
O'Leary recently courted controversy when he called for burkhas to be banned, accusing Brits of "leaning over too much" for Muslims and "minority religions".
After years of extraordinary growth, Ryanair has performed much more shakily, as it was forced to issue two profit warnings in as many months due to fare pressure, increased competition and Europe's continued economic problems.
Ryanair may become duller without the 52-year old airline boss popping up so often, but O'Leary insisted: "That's where it's got to be."