Finding My Virginity

"If you aren't making a difference in other people's lives, you shouldn't be in business – it's that simple." – Richard Branson

1. Tackling Challenges Head-On: Virgin Atlantic vs. British Airways

When Virgin Atlantic was founded, Richard Branson aimed to improve air travel. However, British Airways (BA) posed stiff competition, even resorting to underhanded tactics. BA's attempt to tarnish Virgin’s reputation through defamatory campaigns and leaks forced Branson to take legal action. Despite the litigation success, Branson was determined to focus on setting his airline apart through service, innovation, and fun marketing.

Branson's strategy centered on quality and creativity. Virgin Atlantic provided in-flight massages, billed with cheeky signage at Heathrow that read, "BA Don’t Give a Shiatsu." Additionally, when BA struggled with building the London Eye, Branson humorously floated a blimp proclaiming, “BA CAN’T GET IT UP.” Such bold moves underlined Virgin's drive for ingenuity.

Ultimately, Virgin’s emphasis on exceptional service, along with a determination to fight dirty play with cleverness, showcased the company's resilience in standing its ground, even against industry giants like British Airways.

Examples

• Winning a libel suit and receiving damages from BA.
• Launching in-flight massage services, a first in the industry.
• Humorous branding using a blimp during BA's London Eye troubles.

2. Disrupting Mobile Services: The Birth of Virgin Mobile

Richard Branson's irritation with exploitative phone contracts led to Virgin Mobile’s revolutionary pay-as-you-go model. By partnering with Deutsche Telekom and leveraging existing networks, Virgin Mobile reduced infrastructure costs and avoided locking users into expensive, long-term commitments. It quickly became popular, especially with younger audiences.

Virgin Megastores played a vital role in promoting Virgin Mobile phones. With over 300 stores at the time, Branson targeted a demographic looking for affordable, hassle-free phone services. The success was swift—within a mere two years, Virgin Mobile UK had 500,000 subscribers and massive market value.

The Virgin Mobile model challenged established norms and proved the power of innovation in industries previously considered rigid or monopolized.

Examples

• Partnering with T-Mobile to reduce service costs.
• Selling 500,000 subscriptions within two years in the UK market.
• Expanding to countries like Australia and the US, multiplying revenues.

3. Reinventing Gyms: Virgin Active’s Rocky Beginning

Virgin Active entered the gym industry to address overpriced memberships and lackluster amenities. Despite a strong concept, the inaugural gym in Preston was delayed due to an unexpected fire. This setback required resilience and creativity to retain both staff and public anticipation.

Once opened, Virgin Active broke gym standards with spacious facilities, premium locker rooms, and customer-friendly features like perfectly heated pools and no exorbitant sign-up fees. The positive reception demonstrated that people appreciated straightforward and comfortable service improvements.

Today, Virgin Active stands as a testament to creating value in industries stuck in mediocrity by focusing wholly on customer needs.

Examples

• Overcoming a pre-launch fire disaster.
• Offering affordable memberships compared to competitors.
• Featuring standout facilities, including home-like bathrooms and free towels.

4. Revitalizing Rail: The Virgin Trains Revolution

When Virgin Trains took over the West Coast Main Line from British Rail, the system was in disrepair, with delayed schedules and aging trains. Branson’s team introduced the Pendolino train, boasting higher speeds and increased reliability. These updates tripled passenger numbers and made Virgin Trains a well-regarded service.

However, privatization drew critics, including Labour leader Jeremy Corbyn. Branson countered this with facts; overcrowding indicated increased public trust and demand due to quality improvements. The company also prepared for the future by investing in new Azuma trains.

This initiative highlights the Virgin approach: take a stagnant industry and make bold updates to meet modern expectations.

Examples

• Introducing faster London to Manchester service with Pendolino trains.
• Handling criticisms like Corbyn’s staged video on overcrowding.
• Planning innovations through the introduction of Azuma trains.

5. Rallying Global Leaders with Virgin Unite

Virgin Unite emerged as Branson’s attempt to tackle world issues through collaboration. Inspired by village elders' wisdom, he recruited Nelson Mandela, Kofi Annan, and other luminaries to create "the Elders." This diverse group addressed crises ranging from human rights violations in Darfur to peacekeeping in Palestine.

Virgin Unite’s cornerstone remains partnerships and collective action, emphasizing speedy, practical solutions rather than bureaucratic bottlenecks. The strength of collaboration, combined with Branson’s resource network, allowed the group to address pressing humanitarian needs.

This commitment to meaningful change showcases how businesses can extend beyond profits by harnessing influence for public benefit.

Examples

• Addressing crises in areas like North Korea and Somalia via the Elders.
• Collaborating with Nobel laureates such as Muhammad Yunus.
• Working on peacekeeping efforts in regions like Palestine.

6. Pioneering Space Tourism: Virgin Galactic’s Emotional Journey

Since its inception, Virgin Galactic aimed to bring space travel into commercial reality. Inspired by Burt Rutan's innovative spaceship back in 2003, Branson immediately backed the project. However, Virgin Galactic faced a heartbreaking tragedy in 2014 when a test flight crash caused the death of pilot Mike Alsbury.

Despite negative media coverage, Branson's team learned from the accident, enhanced safety protocols, and resumed testing. Virgin remains dedicated to its mission: allowing people to experience the profound, life-changing view of Earth from space.

This chapter highlights the dedication needed to turn wild ideas into breakthroughs, even amid setbacks.

Examples

• Investing $25 million with input from Paul Allen.
• Receiving encouragement from Stephen Hawking, who endorsed the project.
• Relaunching SpaceShipTwo’s perfect test flight in December 2016.

7. Championing Entrepreneurs through Virgin StartUp

Virgin StartUp provides financial aid and mentorship to budding entrepreneurs. Recognizing his privilege of having supportive parents, Branson rolled out the initiative as a way to empower others without the same resources. The program quickly grew, issuing over 1,000 small-business loans in under three years.

The initiative pairs funding with hands-on mentorship, which helps participants hone their strategies and achieve sustainable growth. Branson believes young ideas represent untapped potential that warrants investment.

Encouraging entrepreneurship reinforces Branson's values of uplifting others while fostering innovation through direct support.

Examples

• Lobbying the government to create a Youth Investment Fund.
• Successfully granting £10 million in startup loans.
• Mentoring recipients of the Virgin StartUp program.

8. Taking Internet to Every Corner: The OneWeb Project

Branson's partnership with Greg Wyler, the brains behind OneWeb, tackles global internet inaccessibility. With billions still disconnected, the satellite network plans to provide affordable internet access worldwide by 2019. Virgin Galactic’s LauncherOne is vital in deploying these satellites efficiently.

OneWeb isn't just about connectivity—it's focused on empowering underprivileged regions with tools to lift themselves economically. Branson regards this as one of the modern age's most impactful contributions.

By combining innovation and social good, Branson underscores the potential of technology when coupled with purpose.

Examples

• Partnering with Greg Wyler to design a satellite-based broadband solution.
• Utilizing Virgin Galactic to launch satellites.
• Aiming for operation commencement as early as 2019.

9. Using Business for Advocacy: Branson Speaks Up

From climate action to drug reform, Branson is unafraid to voice opinions, even if controversial. He consistently advocates for solutions like Portugal's drug decriminalization strategy, which treats addiction as a public health issue rather than criminal behavior. Similarly, his efforts in addressing HIV/AIDS in South Africa displayed bold leadership.

Bringing attention to pressing issues isn't just about raising awareness; it’s about initiating real change, whether through policy or grassroots support. For Branson, neutrality is antithetical to responsibility.

This commitment highlights leadership willing to take societal responsibilities seriously, using influence to spark change.

Examples

• Advocating for access to HIV/AIDS drugs in South Africa.
• Promoting Portugal’s progressive drug reform policies.
• Investing in renewable energy to reduce carbon footprints.

Takeaways

1. Always seek ways to challenge inefficient systems by offering genuine improvements and enhanced customer experiences.
2. When facing adversity, pause to reassess but never lose sight of your broader goal. Resilience leads to breakthroughs.
3. Use business influence to tackle broader societal issues—never underestimate your ability to inspire change for good.