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.

Contents

Richard Branson Revisited

The Life and Times of Richard Branson

One Pick on Someone Bigger Than You

Two Do the Hippy, Hippy Shake

Three Haggle - Everything's Negotiable

Four Make Work Fun

Five Do Right By Your Brand

Six Smile for the Cameras

Seven Don't Lead Sheep, Herd Cats

Eight Faster than a Speeding Bullet

Nine Size Does Matter

Ten Never Lose the Common Touch

How to Build a Brand the Branson Way

Last Word