Business the Richard Branson Way / Big Shots Series (PDF)

Acknowledgments. Richard Branson Revisited ... . The Life and Times of Richard Branson. One: Pick on Someone Bigger Than You. Picking on the big guys is almost an article of faith for Virgin, but it also plays an important role in Branson's success. Two: Do the Hippy, Hippy Shake. With his informal style and non-conformist attitude, Richard Branson has been called a "hippy capitalist." Three: Haggle: Everything's Negotiable. One of Richard Branson's less well-known talents is a razor-sharp negotiating technique. 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. Five: Do Right by Your Brand. Look after your brand and it will last. Branson believes that as long as the Virgin brand's integrity is not compromised, then it is infi nitely elastic. Six: Smile for the Cameras. Media attention is a great way to promote your business. Every time Branson's picture appears in a newspaper or magazine, it promotes the Virgin brand. Seven: Don't Lead Sheep, Herd Cats. Rather than expect people to follow blindly where he leads, Branson relies on his ability to get the best from individuals by creating a challenging environment. Eight: Move Faster Than a Speeding Bullet. Branson moves quickly when an opportunity presents itself. He has created exceptionally short decision-making chains. Nine: Size Does Matter. Think big but keep it simple. Business start-ups are a Virgin speciality. Ten: Never Lose the Common Touch. Richard Branson's ultimate gift is the common touch. It is the real secret to his enduring success - and popularity. How to Build a Brand the Branson Way. Last Word. Index.

Des Dearlove is co founder of the media content, concepts
and consulting firm Suntop Media. He writes on business
issues for magazines and newspapers throughout the world, including
The Times, American Management Review and is a contributing editor
to the US magazine Strategy+Business. Suntop Media's
Thought Leader Interview series is syndicated to publications in
more than 25 countries.

Des is an author or co-author of numerous books. They include
Generation Entrepreneur (shortlisted for the WH Smith Book
Prize), Gravy Training, and Firestarters!
Des is an editor of the bestselling Financial Times Handbook of
Management, now in its the third edition.

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