Table of Contents
Foreword 1
Five Secrets To Starting A Business 9
People Power 14
Nice Guys Can Finish First 18
The Weakest Link 22
Business Philosophy 26
Screw You, Goliath! 30
The Importance Of Not Being Earnest 34
The Perfect Pitch 39
The Opportunity Of Risk 44
Private Space 48
They Say 52
A Perfect 10 56
If You Never Make Mistakes 60
The Customer's Always Right 63
Brand Awareness 67
Steve Jobs 71
First Impressions Are Huge 75
To Win The War On Drugs 79
Science: The Last Frontier 84
Chocks Away 89
Like A Fine Wine 93
What's In A Name? 98
So, You Want To Be Ceo? 102
The Chinese Plate Trick 106
How To Bake An Entrepreneur 111
Change Is In The Air 115
Don't Like The Second Opinion? 120
Breaking Up 124
If I Could Do It All Over Again 128
More Walking And Talking 133
Accidents Happen 137
Reach For The Skies 141
Sustainable Energy 145
New Ventures 149
Get Big 153
Selling Customers Is Easy 157
What Is Success? 162
When Going Walkabout 166
Surviving A Downturn 169
Rising Above It All 173
Living The Branson Life 178
Early Endeavours 183
Change Is Good 188
Managing The Launch 192
A Shocking Revelation! 196
A Noose Around The Neck 200
Today's Failure 204
Real Change For Good? 208
Be A Leader 212
Great Customer Service 216
Can Bad News Be Good News? 221
Choosing A Partner 225
Invest In Your People 229
The Day The Music Didn't Die 234
Good Training 239
Rebranding 243
Social Services Redefined 248
A-B-C-D 253
Empowerment And Appreciation 257
Launching A Business 261
Keep An Eye On The Details 266
The Lonely Entrepreneur? 269
The Planet's Problems 273
'Let's Shake On That' 277
Office Relationships 281
Earn Your Customers' Trust 285
To Work Better 289
Strike Up The Brand 293
Sharing Life's Lessons 297
Power To The People 301
Watching Your Waistline 306
What's Better Than A Handout? 310
Home And/Or Office 314
Kick-Start The Economy 318
Rules Of The Road 323
School Of Hard Knocks 327
Acknowledgements 331
Index 333
