The leadership style of Richard Branson embodies a unique blend of charisma, innovation, and fearless entrepreneurship.
Known globally for steering the Virgin Group to astronomical success, Branson’s approach to leadership has intrigued and inspired many.
In this blog post, we delve into the core principles and strategies that make his style so effective and revered. As we unpack these insights, we’ll explore how incorporating elements of Branson’s style into management training can significantly enhance leadership development, shaping managers who are ready to lead with vision and vigour in today’s dynamic business environment.
Born in July 1950, Richard Branson has been a charismatic presence in UK entrepreneurship since the early 1970s. After founding a magazine, Student, aged just 16, Branson set up a mail order import record business. He later founded Virgin Records and opened a chain of record shops, Virgin Megastores.
Advised by his friend and business partner Simon Draper, Branson famously launched his music empire with a record called Tubular Bells, composed by a shy but brilliant teenage composer Mike Oldfield. The instrumental album, released in 1973, went on to sell more than 15 million copies worldwide (at time of writing).
The association with Oldfield was an early example of one of the key strands in Branson’s transformational leadership style – a willingness to go against the grain and champion high-risk strategies. The album, containing just two tracks, no recognisable vocals, and with every instrument played by debut artist Oldfield himself, was a huge risk, but one that paid off, launching both a record label and the career of a musician who would go on to top 20 million albums over a fifty-year career.
Not content with his music business, Branson diversified Virgin into transport with Virgin Atlantic airlines and Virgin Trains (between 1997 and 2019). Further ventures in telecommunications, wellbeing, and finance followed, and Branson joined the exclusive club of space-age billionaires with the launch of Virgin Galactic in 2004.
Branson was recognised for his services to the UK economy with a knighthood in 2000 and in 2018 was awarded a star in the Hollywood Walk of Fame.
The entrepreneur’s risk-taking extends beyond his business dealings. He has been a keen balloonist, kitesurfer. and sailor, attempting (and mostly failing) to set a range of world records for transoceanic and round-the world flights or crossings. In 1991, Branson did briefly secure the record for crossing the Pacific from Japan to Canada, a 6,700-mile flight at average speeds of 145mph.
Branson married his first wife Kristen Tomassi in 1972, divorcing seven years later. He married Joan Templeman in 1989. They remain together and have three living children (a third baby died in infancy). Never shy of publicity, Branson has made cameo appearances in many movies and TV shows including Around the World in 80 Days (2004) and Superman Returns (2006).
Branson’s unique style of leadership encompasses several unique traits. Each of these contribute to his appeal, and to the strategies he applies in business and leadership.
In brief, those qualities include:
Branson is a strong believer in empowering his employees. He often emphasises the importance of listening to employees at all levels and encouraging them to contribute ideas. This approach creates a sense of ownership and engagement among staff.
He even contributed to a book, WEconomy, co-written by his daughter Holly, in which he espoused his empowerment beliefs. On one occasion, as reported in an Forbes article, faced with over 7000 applicants for a position and humbled by his company’s popularity, Branson took the time to record a video message for the rejected candidates.
Branson is known for his willingness to take risks and innovate. He encourages creative thinking and is not afraid to venture into new and untested markets or industries. This aspect of his leadership has been crucial in the diversification of the Virgin brand into various sectors.
This risk-taking hasn’t been without its notable failures. When Virgin took on the soft drinks giants Coca-Cola and Pepsi, by launching Virgin Cola, he didn’t bargain on the strength of the opposition he’d face from these powerful and established brands. Though launched with flair in 1994 (by squashing a mound of Coca-Cola cans in a Sherman Tank in Times Square), Coca-Cola leveraged their buying power to muscle the upstart Virgin Cola off the shelves.
Unlike many traditional business leaders, Branson adopts a more informal and down-to-earth style. He is often seen as a leader who is easy to talk to and works alongside his employees rather than positioning himself above them.
Jeans and trainers are more Branson’s style than sharp suits and ties. This isn’t a pose, it’s a deliberate attempt to remain approachable. In a recent post on X he wrote: “Leaders should be visible, accessible and approachable, and never stop learning.”
Branson places a high emphasis on customer satisfaction and experience. He believes that a happy customer is the best business strategy and often gets personally involved in understanding and enhancing the customer experience.
Part of the rise of Virgin America were the customer-focused services that Branson included within the brand – limousines to and from the airport and in-flight entertainment at a time when that concept was a rarity.
Branson is a visionary, always looking towards the future. He is known for setting ambitious goals and having a clear vision for the Virgin Group, which drives the company’s growth and innovation.
With Virgin Galactic, Branson is funding scientific research with privately funded space voyages. This approach combines space tourism, space training and scientific study in reduced gravity environments. Branson’s space-age research approach contrasts dramatically with the fantastical imagination of Elon Musk, whose Mars missions may prove too ambitious to realise within his lifetime.
Branson’s charismatic personality is a significant part of his leadership style. He effectively uses his personal brand to promote and represent his businesses, understanding the power of publicity and media in building a brand.
This, in part, is why he engages in what some might term “publicity stunts” when launching brands or competing for daredevil world records. These newsworthy events serve to keep Branson, and his brand, in the public eye. He’s been doing this since before social media even existed, and the world is simply following suit.
Branson is also known for his commitment to social causes and sustainability. He often uses his influence and resources to promote environmental sustainability, social equity, and other philanthropic endeavours.
Virgin launched its Earth Challenge in 2007 to pilot methods of atmospheric carbon removal by offering $25 million to any applicant able to achieve carbon sequestration at scale. To date the prize hasn’t been claimed, but many entrepreneurs and start-ups have been inspired to develop green technologies in pursuit of the prize
Founded in 2004, Virgin Unite is a non-profit that funds socially positive entrepreneurship. In October 2014, Branson was named the No. 1 executive LGBT ally by the organisers of the OUTstanding shortlist.
Throughout his career, Branson has faced numerous challenges and setbacks. His resilience in the face of adversity and ability to adapt to changing circumstances have been key to his success as a leader.
Notable failures from which Virgin has bounced back include Virgin Cars, Virgin Brides, and his round-the-world balloon attempts. Sensibly, Branson seems to shrug off such failings, learn from them, and move on.
The above eight elements combine to create a leadership style that is dynamic, people-focused, and unafraid of challenging the status quo.
Branson’s impact can be felt far and wide in British and Global entrepreneurship and business. It has profoundly influenced various aspects of business, organisational culture, and even helped affect broader societal issues.
Here are some of the effects of Branson’s leadership on society and business:
Innovation and Industry Disruption: Branson’s willingness to take risks and his focus on innovation have led the Virgin Group to disrupt multiple industries. From music to airlines, and from telecommunications to space travel, his approach has often challenged and changed the status quo, introducing new ideas and business models.
Corporate Culture Transformation: Branson’s emphasis on employee empowerment and engagement has been influential in shaping corporate culture. His approach demonstrates the value of treating employees with respect and creating a positive, inclusive work environment. This has inspired many other companies to rethink their own corporate cultures. Was Google taking notes? Perhaps.
Emphasis on Customer Experience: By consistently prioritising customer satisfaction and experience, Branson has set a high standard for customer service. This focus has not only driven the success of his own companies but also raised consumer expectations and influenced service standards in various industries.
Personal Branding in Leadership: Branson has been a pioneer in turning personal branding into a leadership tool. His charismatic leadership style and adventurous persona has been integral to the Virgin brand, illustrating how a leader’s personal style can be effectively aligned with corporate branding to enhance business success.
Social and Environmental Impact: Branson’s commitment to social responsibility and environmental sustainability has had a significant impact. His initiatives, such as working on renewable energy projects and advocating for climate change action, have raised awareness, and influenced other leaders to take more responsibility for their social and environmental impact.
Inspiration and Motivation: Branson’s leadership style, characterised by resilience, adaptability, and a positive outlook, has been inspirational for aspiring entrepreneurs and business leaders. He has shown that success can be achieved with a non-traditional approach, and that business can be both fun and socially responsible.
Global Brand Expansion: Branson’s approach has helped the Virgin Group to become a globally recognized brand. His strategy of diversification and brand extension, underpinned by a consistent set of values and an adventurous spirit, has been key to this success. Numerous other brands, from Google to Johnson & Johnson, have followed suit.
Economic Contributions and Job Creation: Through the expansion and diversification of the Virgin Group, Branson’s leadership has contributed to economic growth and job creation in various sectors and regions around the world. Virgin has become the kind of organisation that graduates want to work for, and investors want to work with.
Taken as a whole, Richard Branson’s leadership style has not only been instrumental in the success and diversification of the Virgin Group but has also had a broader influence on business practices, corporate culture, and social responsibility.
His approach remains a subject of study and inspiration for many in the entrepreneurial and business communities.
We’ve curated some of the most insightful and inspirational Richard Branson quotes. As a born extrovert and showman, there is no shortage of statements to choose from.
Here are some of our favourites:
Source: Forbes
Source: X
Source: Gracious Quotes
“A company is people … employees want to know… am I being listened to or am I a cog in the wheel? People really need to feel wanted.”
Source: Forbes
Source: Brainyquote
Source: Gracious Quotes
Source: Forbes
Source: Quotefancy
Source: Gracious Quotes
Source: Forbes
Source: X
Source: Brainyquote
Source: Gracious Quotes
Source: Forbes
Source: Quotefancy
Hopefully we’ve provided enough evidence that Branson’s style and approach is worth emulating, at least in part.
Now let’s apply those unique characteristics to the practical tasks of leadership.
If we were to sum up the main takeaways from our study of Sir Richard Branson’s leadership style, we might reduce it to these five axioms:
1: Surround yourself with the right people and appreciate them. Many of Branson’s boldest decisions have been taken on the advice, or with the support, of others. He’s able to spot opportunities and collaborators by drawing upon the complementary talents of his heads of department and advisers.
2: Don’t be afraid to be bold, and even to be wrong. People tend to remember brave risk takers more for their successes than their failures. If you are of an entrepreneurial mindset, you probably have a strong gut instinct for what will work. Trust that instinct and commit to your big ideas. Rewards and accolades may follow but even if you get it wrong, at least you had the courage of your convictions.
3: Keep a strong focus on customer satisfaction. The bottom line is important, but a happy customer remains one of your strongest assets, providing repeat revenue and in the best instance, becoming a brand ambassador. Given the wealth of poor customer service out there, you may not have to do much to get a jump on the competition.
4: Remember that work needn’t be drudgery; it can also be fun. If you inculcate a spirit of fun and enjoyment in your workplace, you’ll retain more staff, achieve higher productivity, and create a positive, less stressful working environment. This doesn’t mean you don’t take work seriously; simply that employees work best when they enjoy what they spend 40 hours plus per week doing.
Looking to build stronger, happier teams within your organisation? Check out these 38 Team Building Problem-Solving Activities – a sure-fire way to keep your team engaged whilst have a bit of fun!
5: Engage your passions and operate with integrity. Follow what you love and adhere to the positive principles you hold dear, whether that’s in terms of your everyday leadership or in the good your business can do for the world.
Whatever your leadership style, these five lessons are universal and should make for a rewarding career of longevity.
We may not have the risk-taking, extroverted personality of a Richard Branson, but we can all learn to loosen up and enjoy our workplaces more.
Branson’s focus on surrounding himself with excellence and expertise, and listening to his advisors, is vital to his success. Evidently, it works with the Virgin Group at time of writing worth an estimated $3 billion, as of early 2023.
The collaborative and inclusive approach to management and leadership can only work, of course, if everyone buys into the corporate culture, and you’ve hired the right employees in the first instance. Focusing on recruitment and human resources could prove your best single investment towards this end.
Consider being more available as a leader and finding ways to encourage new ideas and getting honest feedback from your employees. You may not always like what you hear. However, you’d rather listen to those bold, dangerous ideas than see them successfully employed for profit by your competitors.
Another key lesson from Richard Branson was that innovation can occur even in a crowded market sector. There were record companies before Virgin Records and airlines before Virgin Atlantic. Branson’s innovation was to focus on what customers really wanted (or would want, once they were told it was available.) He then used his leadership abilities to sell his vision to investors, customers, and employees alike.
What seemed like risky propositions in Virgin’s development were in fact canny acts of reading the market, taking excellent advice, and employing brilliant corporate branding. This is a key takeaway you can employ, whatever your leadership style.
As Richard Branson would no doubt agree, leadership is partly innate, and partly learned.
Leaders are made over the course of their careers, rather than springing from the womb fully formed. And every leader who is humble enough to recognise it, has room for improvement.
At MTD Training, we specialise in providing the tools for managers and leaders to augment their natural leadership abilities.
Check out our Essential Management Skills Training course, or our Leadership Development Programme and Management Development Programmes for in-depth leadership training. We also offer Management Training Webinars and an ILM Online Course.
We may not be able to turn you into Richard Branson overnight, but we can help you implement some of his key leadership lessons!
Looking for more blogs like this? Check out the following:
Thanks again,
Sean
Sean McPheat
Managing Director
Updated on: 5 March, 2024
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