The Virgin Way: Everything I Know About Leadership
Description and Reviews
From The Publisher:
While building the Virgin Group over forty years, Richard Branson has never shied away from seemingly outlandish challenges that others (including his own colleagues on several occasions) considered sheer lunacy. He has taken on giants like British Airways and won, and monsters like Coca-Cola and lost.
No new ground is broken in this latest volume of aphorisms from Branson, billionaire founder of the Virgin Group—a conglomerate of 400 companies that are apparently run with breezy executive style and a fierce devotion to ensuring customer loyalty. Branson (Losing My Virginity) deserves credit for eschewing business jargon as he advises readers to challenge entrenched businesses (“Goliaths”) by creating a new niche markets right under their imperious noses, with “hybrid product[s] that [nobody can] pigeonhole.” That’s the essence of Virgin’s successes, from an airline with a rock n’ roll attitude to the iconic chain of record stores. Virgin Megastores “became tourist destinations in their own right” in Paris and New York, while other ventures, such as Virgin Cola, were less successful. Branson comes across as a branding genius, making an impression on the customer and his own workforce, which he credits lavishly and frequently, from key executives discarded by competitors to entry-level employees who have thrived and been promoted internally (a practice he endorses). Given his obvious drive, his protestations that he’s happiest working from a hammock on his private Caribbean resort island sound disingenuous.
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About the Author
Sir Richard Branson is an international entrepreneur, adventurer, icon, and the founder of the Virgin Group. His autobiography, Losing My Virginity, and his books on business, Screw It, Let's Do It and Business Stripped Bare, are all international bestsellers. He is also the author of Reach for the Skies, Screw Business As Usual, and most recently Like a Virgin.
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