Product 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.

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

Product Details

• Amazon Sales Rank: #38708 in Books
• Published on: 2007-03-02
• Number of items: 1
• Binding: Paperback
• 188 pages

Amazon.co.uk Review
Des Dearlove is no stranger to singing the praises of the corporate great and good. As an author and journalist, Mr Dearlove has also undertaken a study of the mighty Bill Gates in the same BigShots series. Here, as with Gates, a top businessman is anatomised through the medium of a business guide. We are promised "10 secrets of the world's greatest brand-builder" but what we get is more hagiography than inside track. This is somewhat surprising given the book's opening challenge, viz. do we "see him (Branson) as the bearded crusader or simply capitalism with a hairy face?" After 160 pages of almost unadulterated praise, agreeing with the second statement might well be prosecutable under crimes against the state. Mr Dearlove, you are well named indeed.

On the other hand, Business the Branson Way positively brims with the snappy titles that make the author such a sharp practitioner of this genre. "Beard faced cheek"; "All teeth and no trousers"; "Have brand will travel" give the book a pacey feel. As Dearlove herds his text forward with admirable alacrity so he is careful to match speed with prudence in a series of bulleted reminders at the end of chapters.

Not the most objective study but lively enough for your next three-hour flight. --Jasper Reid

Synopsis
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.

From the Back Cover
In the modern world of business, Richard Branson stands alone. In an era dominated by strategists, he is an opportunist. His company, the Virgin Group, is unique. Never before has a single brand been so successfully deployed across such a diverse range of goods and services. The distinctive red and white Virgin logo, it seems, is as elastic as Mates condoms – just one of many products it promotes. Branson is the ultimate brand–builder.

How does he do it? Now brought 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.

Customer Reviews

A Good Read!
This book is a handy compilation of observations, hypotheses and speculations on the subject of Richard Branson. Author Des Dearlove freely and frankly admits his debt to several other writers who have probed the Branson story in depth and breadth. There is little if anything original to be found, aside perhaps from the author's style of presentation, which tries hard to be light and deft. Although the book carries you along, its biggest punch resides in the author's list of "10 secrets" of Branson's success. Readers who would like to know in the most general terms what Branson has done and how he has done it, and who are willing to swallow a few clichés in lieu of explanations, will seize upon this book.we think you will enjoy it and, after all, enjoying your work is one of Branson's great secrets.

Very enjoyable -
This is a very well written book and for less than a tenner is worth getting. It manages to give some insight into the workings of Richard Bransons Virgin empire, but certainly isn't going to turn the budding entrepreneur into a multi-millionaire business tycoon. My only complaint is that large sections of the material in this publication have been 'lifted' directly from other books written about the toothy tycoon. If you're a fan of Mr. Branson (as I am)then I would recommend you order his autobiography 'Losing my Virginity' before buying this book.