Description:

In many ways, Richard Branson and his company the Virgin Group are unique. In an era dominated by strategists, Branson is an opportunist with an uncanny knack of sniffing out great deals where others hesitate or fear to tread. Never before has a single brand been so successfully deployed across such a diverse range of goods and services. Branson is the ultimate brand builder. 
So how does he do it? Now bought completely up to date for this new edition, Business the Richard Branson Way, not only reveals the secrets of Branson's remarkable success but also draws out the universal lessons and identifies strategies that can be applied to any business or career. From picking on someone bigger than you to moving faster than a speeding bullet, and from making work fun to keeping the common touch, you have in your hands the secrets of phenomenal success. 

Table of Contents:
Introduction: the Life and Times of Richard Branson.
The Branson Phenomenon.
The Universal Brand.
Corporate Rock Star.
The Early Years.
Tycoon-in-Waiting.
Branson’s World.
10 Secrets.
One. Pick on Someone Bigger Than You.
Attack dominant market players..
Richard the lionheart.
Hoist a pirate flag.
Every underdog has its day.
Pick your battles.
Hit ‘em where it hurts.
Two. Do the Hippy, Hippy Shake.
It pays to be alternative..
Don’t be a bread head.
No jacket required.
Power to the people.
Sex and drugs and rock ‘n’ roll.
Shake it up baby..
Three. Haggle: Everything’s Negotiable.
Branson is a hard negotiator..
Nice guys finish first.
Never say never.
Talk softly and carry a big stick.
Act on good advice..
Silver linings.
Four. Make Work Fun.
Creating an exciting work culture is the best way to motivate and retain good people; it also means you don’t have to pay them as much..
Are we having fun yet?.
Let ‘em loose.
Call me Richard.
No pain, no gain.
The magical mystery tour.
Five. Do Right by Your Brand.
Look after your brand and it will last..
Have brand, will travel.
Stretching a point.
Keeping the faith.
Making waves.
Beard-faced cheek.
Six. Smile for the Cameras.
Media attention is a great way to promote your business..
Hold the front page.
All teeth and no trousers.
The people’s champion.
Too good to be true?.
Now you see me, now you don’t.
Seven. Don’t Lead Sheep, Herd Cats.
Liberate creativity and encourage people to do what they do best..
Leading from the rear.
Catalytic converter.
Talent scout.
Master of mayhem.
Ship ahoy.
Eight. Faster Than a Speeding Bullet.
Branson moves quickly when an opportunity presents itself.
Business start-ups are a core competence..
Turbo Branson.
Leap before you look.
The decisive moment.
With a little help from my friends.
Virgin’s sample of one..
Nine. Size Does Matter.
Think big but keep it simple.
Biz start-ups are a Virgin speciality..
From acorns.
The simple life.
The atomized empire.
The houseboat HQ.
Ideas welcome.
Ten. Never Lose the Common Touch.
Hi, I’m the chairman.
Every man.
Little things that matter.
Finger on the pulse.
Karma chameleon.
Conclusions.
Index.