A recognised brand

The headmaster of Stowe once wrote - 'Congratulations, Branson. I predict that you will either go to prison or become a millionaire.' NEELAM MATHEWS on a dynamic entrepreneur.

A CHANGE in stunts is the only constant one has come to expect from Virgin Atlantic airline's flamboyant, and irreverent, showman boss, Richard Branson. Last year when Branson paraded around in a maharajah's outfit atop an elephant in New Delhi, one thought one had seen it all. Not so. The king of hype was at his dramatic best when Virgin's maiden Boeing 747 flight landed at New Delhi's Indira Gandhi International airport on July 6. Who did one see wriggle up his way to the emergency door of the cockpit waving the Indian flag? The boss himself. Clad in a bright red (of course) Punjabi outfit, he did a rigorous bhangra to the beat of Indian drums.

I have always wondered since college, what Branson, one of the world's most recognised brands, was all about. I found in him an innocence behind a friendly exterior. It is not as though he lacks good business sense having ventured into a host of businesses from prophylactics to wedding gowns, from airlines to financial services, and, in the process, taking on entrenched giants and wresting a market share from them. In this stressed- out, overworked age, Branson gives us a new model: a dynamic, hardworking, successful entrepreneur who lives life to the fullest. Family, friends, fun and adventure are equally important as business is in his life.

When Branson's grandmother was 99, she wrote him to say that the last 10 years had been her best. Her advice to him was this: "You have got one go in life, so make the most of it." Something he followed. Now, head of 150 or so enterprises that carry the "Virgin" brand name, with a personal wealth estimated at over $3 billion, he has followed that personal dream and made the most of it. It is a success that was never expected from a handicapped boy.

School was a nightmare for dyslexic Branson. It embarrassed him as he had to memorise and recite things word for word in public. In the end, it was the tests that failed. They missed his ability and passion for sports. They had no means to identify ambition. His message to Indian parents whose children suffer from dyslexia is: "Let your child follow his dream." Ironically, it was the rigidity of school rules that helped him decide to start his own student newspaper. Backed with his mother's #4 and armed with energy, it would sell advertising to major corporations. The headmaster of Stowe, wrote: "Congratulations, Branson. I predict that you will either go to prison or become a millionaire."

When Richard Branson started his first business, he and his friends decided that "since we are complete virgins at business, let us call it just that: Virgin". Since then, Branson has written his own rules for success, creating a group of companies with a global presence and minimal bureaucracy.

He acknowledges that his philosophy is centered on finding the best people to run all his businesses. "My greatest strength are my people. If you can find people who are good at motivating others and getting the best out of people, they are the ones you want."

Branson is the biggest motivator of them all. There is no British stiff upper lip as Branson, who flies frequently, usually spends the entire flight chatting with passengers, serving drinks, leading games over the public address system.

In 1984, Branson designed an airline to please himself, as he believed he embodied the typical air traveller. "I was sick of travelling on other airlines that offered plastic food," he says. Even as Virgin is planning to offer trips to space, one can expect to have spas inflight on his aircraft soon. Stic Travels chairman, Virgin's general sales agent in India, Mr. Subhash Goyal says: "In the past 16 years, the airline has introduced innovative schemes. Virgin offers spa-like lounges at its hub airports with showers, putting greens, haircuts, massages and manicures. In the air, more massages, manicures and full sleeping outfits are available for its business-class passengers. It was the first airline to introduce seat-back videos on its fleet."

One can hardly believe it when he says he was once shy and introverted. "I was a shy and retiring individual who could not make speeches and get out there. I had to train myself into becoming more of an extrovert.

"The only piece of advice I have to offer is to have fun and to remember that the most important people who can help you are those around you."

Branson always has fun on his agenda. When a few fortunate journalists were sprayed with champagne at his press conference during the launch of Virgin Atlantic, Branson declared Delhi as "Virgin" territory.

So whether he is promoting the launch of "Virgin Bride" dressed as a bride, or not dressed at all, or barging into a Coke hoarding on Times Square in a tank, or flying in a hot air balloon over the Himalayas, the critical test of the adventurer seems always around the corner.

That is what makes Branson special and a great guy to know.

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