Business the Richard Branson Way

 

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

Part I: Pick on Someone Bigger Than You

• Attack dominant market players
• Richard the lion heart
• Hoist a pirate flag
• Every underdog has its day
• Pick your battles
• Hit them where it hurts

Part II: 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

Part III: 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 Used advice
• Silver linings

Part IV: Make Work Fun

• Creating an exciting work culture is the best way to motivate and retain Used people, it also means you don't have to pay them as much
• Are we having fun yet?
• Let them loose
• Call me Richard
• No pain, no gain
• The magical mystery tour

Part V: 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

Part VI: 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 Used to be true?
• Now you see me, now you don't

Part VII: 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

Part VIII: 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

Part IX: Size Does Matter

• Think big but keep it simple. Biz start-ups are a Virgin specialty
• From acorns
• The simple life
• The atomized empire
• The houseboat HQ
• Ideas welcome

Part X: Never Lose the Common Touch

• Hi, I'm the chairman
• Every man
• Little things that matter
• Finger on the pulse
• Karma chameleon
• Conclusions