Cover image for Business the Richard Branson way : 10 secrets of the world's greatest brand builder
Business the Richard Branson way : 10 secrets of the world's greatest brand builder
Dearlove, Des.
Personal Author:
Publication Information:
New York : Amacom New Media, 1999.
Physical Description:
xiii, 172 pages ; 23 cm
Personal Subject:
Corporate Subject:
Format :


Call Number
Material Type
Home Location
Item Holds
HC252.5.B73 D4 1999 Adult Non-Fiction Central Closed Stacks

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How Do winners like Jack Welch and Rupert Murdoch get to have it all? How Do they get to control such awesome empires and amass such vast personal fortunes? Just how do Richard Branson and Bill Gates create such dominant international brands and inspire such loyalty and devotion from employees and consumers alike?

The Business Way Series reveals the secrets, deals, schemes, and dreams of the world's fiercest business competitors. Each book entertainingly charts the rise of a business great and takes a sideways look at how he planned his career, crushed competitors, and ended up as a king. Each book is at once an insightful glimpse at the ingredients of success and a concise source of invaluable business lessons for the next generation of winners.

Author Notes

Des Dearlove writes for the Financial Times and other leading international business magazines. He is the author of Business the Bill Gates Way and Key Management Decisions. He lives in Sussex, UK.

Reviews 1

Library Journal Review

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.√ĄSusan DiMattia, "Library Journal" (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Table of Contents

Acknowledgmentsp. vii
Prefacep. ix
The Life and Times of Richard Bransonp. 1
1 Pick on Someone Bigger Than Youp. 21
2 Do the Hippie, Hippie Shakep. 35
3 Haggle: Everything's Negotiablep. 53
4 Make Work Funp. 65
5 Do Right by Your Brandp. 79
6 Smile for the Camerasp. 91
7 Don't Lead Sheep, Herd Catsp. 109
8 Faster Than a Speeding Bulletp. 121
9 Size Does Matterp. 133
10 Never Lose the Common Touchp. 145
How to Build a Brand the Branson Wayp. 157
Last Wordp. 165
Indexp. 167