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　　Sir Richard Branson is one of the world’s most successful entrepreneurs and his Virgin Group is one of the most recognised lifestyle brands, trusted and enjoyed by many millions of people.

Now, in his trademark charismatic and honest style, Richard shares the inside track on some of his greatest achievements over forty years in business as well as the lessons he has learned from his setbacks. In Business Stripped Bare, he discusses why he took on one of the world’s biggest superbrands, how he built Virgin Mobile USA into the fastest growing company in history to reach a billion dollars in revenue, faster than Microsoft, Google or Amazon.com, and how Richard is the only person in the world to have built seven billion dollar companies from scratch in seven completely different sectors.

Richard tells the story behind the launch of Virgin America, his new airline in the USA, how Virgin Galactic is set to initiate a new era of space tourism from a spaceport deep in the Mojave desert, and what he has learned about business from a diverse group of leaders, including Nelson Mandela, Jack Welch, Herb Kelleher, Steve Jobs and the founders of Google. He also shares his thoughts on the changing face of the global economy and how businesses worldwide need to work together to tackle environmental challenges and invest in the future of our world.

Combining invaluable advice with remarkable and candid inside stories, Business Stripped Bare is a dynamic, inspirational and truly original guide to success in business and in life. Whether you are an executive, an entrepreneur or just starting out in the business world, Richard strips down business to show how you can succeed and make a difference.

Acknowledgements

Preface to the paperback edition

Introduction

Peopte: Find Good People - Set Them Free

Brand: Flying the Flag

DeLivery: Special Delivery

Learning from Mistakes and Setbacks: Damage Report

Innovation: A Driver for Business

Entrepreneurs and Leadership: Holding on and Letting Go

Sociat Responsibility: Just Business

Epitogue: Success

Index

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从没有经验的新客户的角度出发来思考问题绝对错不了。

在能力范围内，购买最先进的设备

创新通常是这样一种事务，在你做出创新之前，你并不知道你想要的创新为何物。

这也是维珍保持一贯幽默做派的原因。我们希望在传达信息的同时也能娱乐大众。即使你不是维珍的客户，也可以关注我们的企业广告和商业秀活动。总结多年来的经验，我们发现，带给人们快乐，使他们觉得也身处娱乐之中，比任何耗资巨大的品牌宣传活动效果都要好。

举个简单的例子：以前在维珍大西洋航空公司的航班上，配有设计精美的盐瓶和胡椒瓶——至少这些瓶瓶罐罐在飞机起飞时都还在。不过，到飞机降落时，大部分调味瓶都不见了。原来，我们的乘客把这些瓶子拿回去放在自家的餐桌上了。怎么办呢？我们打算就此事开个玩笑，在每个罐子的底部都印上“偷自维珍大西洋航空公司”（Pinched from Virgin Atlantic）的字样。从而将原本很尴尬的事情不声不响变成亏本的促销宣传。一个小小的玩笑使情况有了改观，乘客因为这个玩笑收敛了许多。本来，这是一件微不足道的小事，像这样的小事在集团内也时有发生，但我们抱着开玩笑的态度，化干戈为玉帛，从而也为我们事业的增添异彩。

在2008年愚人节那天，我们宣布成立“维歌”（ Virgle）公司——由维珍公司和谷歌公司预计在未来15年内到火星上共同创办一家合伙企业。我们打出广告，征募前往火星的志愿者。在内克岛享用晚餐时，我们认真地讨论到火星上建立人类基地，并勾画基地的轮廓。就在那时，我们想到了成立维歌公司。然后，我们考虑要邀请哪些人。我们成立维歌公司的消息一经发布，立即成了世界各大媒体的新闻头条，几十家博客一时间议论纷纷，喧嚣不已。我们是在开玩笑吗？我们当然是在开玩笑。你要知道，在苹果公司开始销售iPod的15年前，我曾开玩笑地说要推出便携式数字音乐播放器，而15年后苹果iPod大获成功。考虑到这一点，我们注册了维歌品牌——以防万一。

书籍介绍

Sir Richard Branson is one of the world’s most successful entrepreneurs and his Virgin Group is one of the most recognised lifestyle brands, trusted and enjoyed by many millions of people.

Now, in his trademark charismatic and honest style, Richard shares the inside track on some of his greatest achievements over forty years in business as well as the lessons he has learned from his setbacks. In Business Stripped Bare, he discusses why he took on one of the world’s biggest superbrands, how he built Virgin Mobile USA into the fastest growing company in history to reach a billion dollars in revenue, faster than Microsoft, Google or Amazon.com, and how Richard is the only person in the world to have built seven billion dollar companies from scratch in seven completely different sectors.

Richard tells the story behind the launch of Virgin America, his new airline in the USA, how Virgin Galactic is set to initiate a new era of space tourism from a spaceport deep in the Mojave desert, and what he has learned about business from a diverse group of leaders, including Nelson Mandela, Jack Welch, Herb Kelleher, Steve Jobs and the founders of Google. He also shares his thoughts on the changing face of the global economy and how businesses worldwide need to work together to tackle environmental challenges and invest in the future of our world.

Combining invaluable advice with remarkable and candid inside stories, Business Stripped Bare is a dynamic, inspirational and truly original guide to success in business and in life. Whether you are an executive, an entrepreneur or just starting out in the business world, Richard strips down business to show how you can succeed and make a difference.