Michael O'Leary has got a big gob and he is not afraid to use it.
Yesterday he used Ryanair's half-year financial results to tear into "stupid" tourist taxes and ratchet up the heat on some stalling negotiations with Boeing.
He said if the aircraft manufacturer fails to cut its costs by the end of the year, it will lose a Ryanair order for 200 planes and incur other cancellations.
So far, so predictable. But I can't but feel this is quite a clever tactic. His rhetoric is so stunningly aggressive (a rarity in the PR friendly business world), he gets column inches.
Slapping Boeing with this ultimatum publicly gives the supplier very little wiggle room. It will no doubt attract the attentions of Boeing shareholders, who will not be keen to throw away such a significant piece of business.
Next time you want to apply a bit of pressure to your suppliers in a public arena, get in touch with me. If you express your displeasure with as much gusto as O'Leary, we might just be happy to print it.