The Virgin Way

July 28, 2014
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 that 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.

August 1, 2014
Virgin Group founder Branson (Screw Business As Usual, 2011, etc.) reveals the methods that have helped him build his unconventional multibillion-dollar business empire. A prolific and outrageously successful promoter of himself and his myriad businesses, the author provides a rollicking romp through Virgin's fun-loving, iconoclastic approach to building a business and reputation. Underneath the April Fool's jokes (one of which earned Branson a cooling-off period in a London police station) and the deftness of the humor with which the author recounts his battles against much larger and well-established opponents (e.g., British Airways, Qantas and British Telephone) lies a much more brass-knuckled story. Beginning with Virgin Records, Branson has simply given customers a product and service they wanted-in that case, beanbag cushions and coffee in a record store. The author presents both a well-calibrated sense of the relationship between risk and opportunity and a commitment to excellence in service. Branson introduces us to many of the people who influenced his business methods-e.g., Freddie Laker, who pioneered cheap, no-frills trans-Atlantic passenger flights. Branson writes that Laker helped him outmaneuver British Airways and provided "another piece of guidance that would change my approach to business forever, and with it, the way we set about taking Virgin brand down hundreds of new and diverse global alleyways." Laker also provided the essence of Branson's public relations mantra when he told him, "get your arse out there. Be visible, take risks, get creative, make yourself heard and take the fight to them before they bring it to you." Of course, the PR initiative wouldn't mean much without the company's brandwide commitment to excellence in service, highlighted by the examples of such startups as Virgin Hotels. Branson takes no prisoners when discussing recruitment, training and empowerment of his employees, as well as how leadership standards are set. Mostly entertaining autobiography beats out the usual business textbook approach.

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September 1, 2014

Unconventional is only one word that describes Virgin Group founder Branson (Losing My Virginity). This title on leadership fits right into that style. Easily readable and entertaining, Branson's book discusses both his successes and failures as they relate to his advice. Virgin Records, Trains, Airlines, and Cola divisions all play a part in the leadership lessons he imparts. Addressing everything from listening to your built-in focus group of family and friends to seeking or being a mentor, Branson doesn't promise the reader a panacea but merely shares what has worked for him and the Virgin Group. Advice on note taking, listening, accessibility, fixing what isn't broken, keeping things simple, the importance of your people and customers, and mission statements are just a few of the topics he covers. While Branson feels that not everything in the book is for everyone and that some elements of leadership are genetic and can't be taught, he does believe that one needs to enjoy what one is doing--or do something else. VERDICT What makes Branson run? Find out in this enjoyable business book that will appeal to a wide audience.--Bonnie Tollefson, Cleveland Bradley Cty. P.L., TN

Copyright 2014 Library Journal, LLC Used with permission.

August 1, 2014
Branson is one of the most famous and iconic figures of today's business world, and his Virgin Group is a sprawling global empire consisting of about 400 operations, the most well known of which are in travel, entertainment, and telecommunications; Virgin Atlantic Airways, Virgin Records, and Virgin Mobile are among the most recognized. Branson famously dropped out of school, ironically, to run a student magazine. He started his record business from the crypt of a church and to this day doesn't keep a corporate officehe does business from a hammock. A leadership book from a man known as a daredevil both inside and outside the business world may be expected to be different, and it is. Branson's freewheeling spirit comes across in his leadership style as that of a man who values listening more than talking, keeping things simple, and giving employees a second or even a third chance. His approach may seem casual, but his results speak for themselves, and he generously shares stories about the other guys, such as Apple, Google, and even Walmart. High-Demand Backstory: The advertising campaign will focus on national publicity, including online promotion.(Reprinted with permission of Booklist, copyright 2014, American Library Association.)