By Des Dearlove
In lots of methods, Richard Branson and his corporation the Virgin team are special. In an period ruled by way of strategists, Branson is an opportunist with an uncanny knack of sniffing out nice offers the place others hesitate or worry to tread. by no means ahead of has a unmarried model been so effectively deployed throughout this type of different diversity of products and prone. Branson is the final word model builder.
So how does he do it? Now obtained thoroughly modern for this re-creation, Business the Richard Branson Way, not just unearths the secrets and techniques of Branson's outstanding good fortune but in addition attracts out the common classes and identifies techniques that may be utilized to any enterprise or occupation. From selecting on anyone greater than you to relocating quicker than a rushing bullet, and from making paintings enjoyable to retaining the typical contact, you have got on your arms the secrets and techniques of extra special success.
Contents* Richard Branson Revisited* The existence and instances of Richard Branson* One choose on an individual higher Than You* Do the Hippy, Hippy Shake* 3 Haggle - Everything's Negotiable* 4 Make paintings enjoyable* 5 Do correct by way of Your model* Six Smile for the Cameras* Seven Don't Lead Sheep, Herd Cats* 8 quicker than a dashing Bullet* 9 dimension Does topic* Ten by no means Lose the typical contact* tips to construct a model the Branson means* final observe
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Additional info for Business the Richard Branson Way: 10 Secrets of the World's Greatest Brand Builder
Along with the obvious downsides, attacking dominant market positions has some important upsides. Markets dominated by big players tend to have fat profit margins, with plenty of scope to make money. They also enable Virgin to play the role of the underdog, something that works to its advantage with consumers, employees and the media. indd 33 Make business a crusade. Branson has a remarkable ability to clothe almost everything he does in a crusading cloak. This lends the Virgin brand moral authority.
There is one story that epitomizes his inverse power dressing. In the early days of Virgin, the sight of pony-tailed men and women in jeans and tank tops walking into Coutts, one of the oldest and most conservative British banks, became a regular sight. It was natural therefore that when the company experienced a cash flow crisis that threatened to put it out of business that it should turn to the bank for help. A meeting was arranged between Branson and the Virgin account manager at Coutts. When the day arrived, the young entrepreneur turned up for work dressed as usual in jeans and T-shirt.
Indd 29 26/01/2007 12:27:06 30 BUSINESS THE RICHARD BRANSON WAY been prepared to let the big guys walk all over him. But second, and just as important, he picks his battles very, very carefully. Faced with an aggressive competitor, the Branson strategy is simple. Make a lot of noise to irritate him so that he tries to swat you, and then sit back and wait for him to make a mistake. Once he does, hit him hard where it really hurts. This is a technique he has used to good effect on a number of occasions.