Business the Richard Branson Way: 10 Secrets of the World's Greatest Brand Builder (Big Shots Series) (Paperback)

~ (Author)
Key Phrases: brand proposition, Richard Branson, Virgin Atlantic, Virgin Direct (more...)

Editorial Reviews

From Library Journal

Is there anything new to say about the four high-profile corporate executives featured in this series? The work of Dearlove and Crainer, two British business writers, suggests that there is not. Their texts consist of quotes from previous books and articles held together by statements that appear to have little to legitimize them. The authors give no indication of the source of their opinions, facts, and speculation. For each executive, there are ten "secrets" on which the analysis of his management style is based. Although the other three executives are referred to in each book, there is no attempt at comparative analysis. For example, for Murdoch, ruthlessness is cited as a secret of success, with the belief that "nice guys finish second." But Branson's common touch with customers and staff alike is the key to his popularity and success. Go figure. The quality of the writing is uneven and frequently repetitious, but there is an easygoing approach that makes all four books appealing for a quick read. Undergraduate term-paper writers and casual readers who have heard these names may appreciate the one-stop biography/management style content. Graduate students, businesspeople, and other specialists will pass on these books in search of more solid content.ASusan DiMattia, "Library Journal"
Copyright 1999 Reed Business Information, Inc. --This text refers to an alternate Paperback edition.

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

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Product Details

• Paperback: 188 pages
• Publisher: Capstone; 3 edition (April 27, 2007)
• Language: English
• ISBN-10: 1841127647
• ISBN-13: 978-1841127644
• Product Dimensions: 8.4 x 5.1 x 0.6 inches
• Shipping Weight: 8.5 ounces (View shipping rates and policies)
• Average Customer Review: 3.9 out of 5 stars  See all reviews (7 customer reviews)
• Amazon.com Sales Rank: #143,234 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

7 of 8 people found the following review helpful:

2.0 out of 5 stars Brief, unsatisfying and repetitive, July 17, 2003

By	Fiona (Melbourne, VIC Australia) - See all my reviews

This review is from: Big Shots: Business the Richard Branson Way (Paperback)

I believe that Richard Branson is a unique character and that information about his life and business philosophies would make an interesting read. Thus I chose to read this book.

However I was somewhat disappointed. Although I did learn a few things and there were some interesting passages, a great deal of the book consisted of quotes obtained from OTHER biographers and journalists attempting to document Branson's life.

Each chapter concluded with a summary (read: repetition) of the information in that chapter, and dozens of other sections/quotes/anecdotes were obviously repeated in various chapters. Perhaps because of this, it only took me an hour to read the entire book (admittedly I am a reasonably fast reader).

One thing that I can say in its favor is that the book was structured well; there were 10 main sections, each devoted to a different "Branson philosophy" (for example, "pick on someone bigger than you").

In short, although I did get some interest out of this book I am looking for another Branson biography to read because this one fell short of expectations.

10 of 14 people found the following review helpful:

5.0 out of 5 stars Business the Richard Branson Way, April 25, 2000

By	The Computer Nanny (Rocky Point, Mexico) - See all my reviews

This review is from: Business the Richard Branson Way: 10 Secrets of the World's Greatest Brand-Builder (Paperback)

I suggested that we choose Virgin as a company to research as an MBA Project. Our group used this book as research material. We found it wonderful, and uplifting, exactly what what was necessary for this project. I would highly recommend it to others as well as the book "Losing My Virginity". Virgin is a company that should be studied by US business'executives, its shows you can create an empire - differently!

4.0 out of 5 stars A pleasant surprise, August 9, 2009

By	G. Perera "Internet strategist" (Perth, Australia) - See all my reviews (REAL NAME)

Like him or loathe him, there's no denying Richard Branson knows how to make a statement.

I only bought this book as some light reading for a long flight. But I was surprisingly impressed with it.

It certainly isn't the first book about - or by - Branson, and it perhaps doesn't provide as much depth as some of the others. But it does enough to live up to its sub-title "10 Secrets of the World's Greatest Brand Builder". The principles Dearloves shares - including "Make work fun", "Do right by your brand" and "Faster than a speeding bullet" - are good advice for most business owners.

I particularly liked the section "Don't Lead Sheep, Herd Cats", which is about hiring people with initiative and ambition and then getting out of their way.