Business the Richard Branson Way

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 forVirgin, but it also plays an important role in Branson'ssuccess.
Two: Do the Hippy, Hippy Shake.
With his informal style and non-conformist attitude, RichardBranson has been called a "hippy capitalist."
Three: Haggle: Everything's Negotiable.
One of Richard Branson's less well-known talents is arazor-sharp negotiating technique.
Four: Make Work Fun.
Creating an exciting work culture is the best way to motivateand retain good people; it also means you don't have to paythem as much.
Five: Do Right by Your Brand.
Look after your brand and it will last. Branson believes that aslong as the Virgin brand's integrity is not compromised, thenit is infi nitely elastic.
Six: Smile for the Cameras.
Media attention is a great way to promote your business. Everytime Branson's picture appears in a newspaper or magazine, itpromotes 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 bycreating a challenging environment.
Eight: Move Faster Than a Speeding Bullet.
Branson moves quickly when an opportunity presents itself. Hehas created exceptionally short decision-making chains.
Nine: Size Does Matter.
Think big but keep it simple. Business start-ups are a Virginspeciality.
Ten: Never Lose the Common Touch.
Richard Branson's ultimate gift is the common touch. It isthe real secret to his enduring success - and popularity.
How to Build a Brand the Branson Way.
Last Word.
Index.