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| Ability |
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Context |
| Leadership of a successful business |
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Richard Branson is a household name in the UK. For more than 20 years he has successfully put the Virgin emblem on products from records to pensions. He continues to expand the Virgin empire. |
| External Behaviour |
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Emotions (Sustained) |
Think in pictures.
Blur the division between work and play.
Move quickly.
Create and manage effective joint ventures.
Encourage informality.
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Playful, fun, enthusiasm, confidence, energised and caring. |
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Emotions (Transitory) |
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Curious, shy, actor and school boy. |
| Test for values and beliefs |
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Strategy A (test for beliefs & values satisified) |
You can observe the flow of information within the organisation. You are getting feedback on the profitability and opportunities facing the organisation.
You have the feeling that the products are in alignment with the current market and are in alignment with the values of the Virgin brand.
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Listen to people. Encourage communication and feedback. Create opportunities for communication to take place. |
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Strategy B (test not quite satisified) |
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Check that the company and products is in line with current and future market requirements.
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Strategy C (test not at all satisified) |
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Integrate personnel into other parts of the organisation. |
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| Enabling beliefs and values |
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| Hiring entrepreneurs. Creating energy around a goal and expecting people to achieve the goal. Constantly reviewing new business opportunities and new markets. Leading from behind. Everything is a game. |
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Beliefs & Values About The Ability |
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| Beliefs and values about the ability |
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Definition of beliefs and values |
Finding the right people and creating an environment in which they can flourish and build a profitable business.
Learning by testing and making mistakes. Success depends on learning. |
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Treat employees as extended family. Hire the right people and give them responsibility to do the job without interference. Give them the freedom to be creative and innovative. Fully accepting that to learn and grow mistakes have to be made.
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| Core beliefs and values |
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Supporting beliefs |
| Helping people achieve things that they did not know they were capable of. Being a catalyst to the success of others. Constantly learning. |
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Only go into a new market if you passionately believe you can turn it on its head.
With the right people and conviction anything is possible.
Keep the size of the company small.
Do not let inexperience stop you.
Position yourself as the small guy. |
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| Additional Comments |
Success
Little things matter. Move with the times. Follow your instincts. Leap before you look. Constantly review new opportunities. Constantly look for and respond to feedback. Position yourself as the small guy. Stand up and be counted.
Negotiation
Haggle, everything is negotiable. Persuade others that they are getting the best part of the deal. Ask for more than anyone else would dare. Realise where the value of the deal really lies. Be patient. Learn when to talk, when to be silent, when to press and when to walk away.
Branson's Personality
Radiates school boy charm. Spontaneous, shy, actor, frank, credible, sensitive, vulnerable, caring and enthusiastic.
Branson's Skills
Public relations genius - he understands what the media wants and gives it to them. He is likeable. He knows when to disappear.
Branson on Business
Your name, your brand is your promise. Don't let inexperience stop you. Don't go into a market just to make money - passionately believe that you can turn it on it's head. Money is a way of measuring achievement.
Values
For the Virgin brand - Value for money - first class at a business class price. Quality, reliability. innovation and fun.
For new markets - Best quality, innovative, value for money, challenging to existing alternatives, are fun and have a sense of cheekiness. |
