Sir Richard Branson isn't just the guy with the naughty grin, the twinkle in the eye, the goatee beard and the wind-swept head of hair that always looks as if he is at the bow of a ship. He is not just the man who likes a challenge, smashing records across oceans and in hot-air balloons, and who also aims to be the first to take paying customers into space.

He's the man behind one of the most successful brands in the world: Virgin. But then, you probably knew that already.

A number of years ago, I read his book Losing My Virginity and was enthralled. It is quite simply impossible not to be.

Beginning with a student newspaper at age 17 and a record label to which he signed up Mike Oldfield, (with the incredibly successful "Tubular Bells") and the Sex Pistols in his mid-20s, Branson has built the Virgin Group into an international conglomerate of some 350 companies, achieving more than $8-billion a year in sales.

Fastest to a billion

We know, of course, about Virgin’s music businesses and transcontinental airline and pay-as-you-go mobile phone service, which the company claims has become the fastest business ever to reach $1bn in revenue.

Most of us have glimpsed news on ambitions of space travel with Virgin Galactic, which plans to fly 500 passengers a year at about $200 000 each, to an altitude of over 100km, with a total weightless time of seven minutes.

We all know about the call Madiba made to him, asking him to rescue the Health & Racquet Club members, to which he responded: "When you get a call from Madiba, you pretty much know you are going to do what he requests", hence the takeover and launch of Virgin Active gyms.

So after reading the book and discussing it with friends and colleagues, all sorts of stories were recounted and retold.

"Dear old Richard"

One friend told of his 'Branson encounter'. He was on a flight to London and midway through the flight on Virgin, "dear old Richard" had come out of first class, taken the drinks trolley and served each and every person in economy, shaking hands and asking each passenger how they were enjoying the flight and if there was anything else they would like to make it more comfortable.

The man certainly knows how to sell himself to the point that there is now a word commonly used to describe an entrepreneur with incredible people skills – "bransonesque"!

I would have thought these tales of Branson were exaggerated had I not witnessed it myself.

In 2003, I was invited by Virgin to attend the VIP function held for the 46664 concert in Cape Town and to be a guest of Richard Branson. The pre-concert drinks were held at Pigalle in Green Point. While sitting on the balcony happily consuming free cocktails, we were joined by an unassuming familiar face.

He had arrived without an entourage, without an entrance and was simply mingling with everyone as if he, too, were happy to get a free cocktail.

The woman next to me was trying to convince her brother on the phone that Richard Branson was, in the flesh, in front of her and was clearly having a tough time convincing him. Branson grabbed the phone and said "Hello, Richard Branson here, who is this? Bob, how do you do, Bob!" and continued to have a five-minute conversation with Bob, much to the amusement of the surrounding guests. So goes my 'Branson encounter' and it was one I now recount to many.

I ask him how he manages to diversify his business interests so much and doesn’t this carry incredible risk and a heavy burden?

Way-of-life brand

Branson shrugs it off, "Yeah, I know," he says. "The conventional wisdom is you should specialise in what you know and never stray from that, but no other brand has become a way-of-life brand the way Virgin has.

"And it wasn’t us setting out to become a way-of-life brand; it was me continually being interested in learning new things. We've people all over the world who are coming up with great new ideas, and trying them doesn’t actually cost us a lot relative to the overall size of the group."

Part of the Branson charm, no doubt, is "being part of a team and never an individual", but let's face it, the guy is Virgin and although he may have a team of strong people around him, they are still people he has chosen to put there.

"I love South Africa!"

"I love South Africa!" he says, and has proved it by investing time and money into diverse business interests here.

"The country has such a rich tapestry of cultures and people, and so many doors are opening here. In most industries, it is virtually possible to think of the world as one country, and South Africans have a lot to offer, even the smallest, youngest companies should not be frightened to go overseas.

"If you can run one business well, you can run any business. There just needs to be a crying-out need for you to enter the marketplace. The time to go into a business is when it’s abysmally run by other people."

When is Branson working? When is he not? It all appears so effortless and so authentically pleasing. While he seems like a headstrong and sensible businessman, he exudes this schoolboy charm brimming with cheeky fun, captivating all those around him.

"Virginise"

Branson has managed to "Virginise" such a wide range of products and services, never being one to shy away from the ‘big boys’ and take on the British Airways and the Coca-Colas of the world.

In true Branson fashion, he takes a dig at the oil companies, which he said had so far "only dabbled" in exploring green energy sources and had placed more emphasis on marketing spin than on research budgets.

Branson joined the growing ranks of global-warming activists by committing $3-billion (£1.6-billion) to tackle climate change.

The billionaire pledged all profits from his Virgin air and rail interests over the next 10 years to combating rising global temperatures.

However, the estimated $3-billion will not go to charities and will be invested in a new branch of his ever expanding Virgin conglomerate called – yes, you guessed it – Virgin Fuels.

Much of the investment will focus on biofuels, an alternative to oil-based fuels and made from plants.

Biofuel interest

Branson is no fool and is not frittering away $3-billion. He is investing the cash in his renewable energy business. Its first investment, in a Californian biofuel business, is a hard-nosed business decision from which Virgin expects to make a return. The same rule applies to the rest of the $3-billion investment over the next 10 years.

Branson seems convinced that he's on to something big. No matter how you slice it, a billion dollars for alternative fuel development and the possibility of a new super fuel is a pretty good thing and if anyone can take on the oil companies and give them a run for their money, it is Branson.

Another powerful example of Sir Richard's love for South Africa is the Branson School of Entrepreneurship. This was launched in 2005 and was the first time anywhere in the world Branson lent his name to a project.

"It is my hope that the students learn, by studying companies such as Virgin and working with our staff, that taking a great idea and having the courage to run with it can build great 21st century businesses.

"The South African economy is dependent on entrepreneurial activity for creating future economic growth and jobs," added Sir Richard, who was knighted for his service to entrepreneurship.The Branson School of Entrepreneurship is designed to foster the business ambitions of young black students. "Currently the economic contribution of South Africa’s entrepreneurial sector is below the emerging markets norm, and I believe that increasing entrepreneurship in this country is the golden highway to economic freedom," said Sir Richard.

Teaching entrepreneurship

"Teaching entrepreneurship is important and it's something the United States is good at. Britain never had it – that's why I left school at 15," he quipped. He added that by having such a school, budding business people would be well equipped for the world of business.

The Branson School of Entrepreneurship is one of the Schools of Excellence at CIDA City Campus in Johannesburg, and is a collaboration between CIDA and the Virgin Group, which brings global experience in diverse business creation. It provides bursaries for all of its students to cover their fees as well as room and board. In addition to an education, the school is also a massive networking hub and connects young entrepreneurs with established businesses who may want to invest in their ideas.

When he is not flitting on his jet between London, the States and his own piece of paradise, Necker Island, he can be found at his other South African passion – luxury game lodge, Ulusaba. In the peace and tranquility of the unspoilt African bushveld, Ulusaba Private Game Reserve is set in the heart of the Sabi Sands Game Reserve that borders the sprawling Kruger National Park.

Ulusaba is part of Virgin Limited Edition, Branson’s unique award-winning collection of retreats. The collection includes Necker Island in the Caribbean’s British Virgin Islands; The Lodge in Verbier; Sa Terra Rotja in Mallorca; The Roof Gardens and Babylon Restaurant in London; Kasbah Tamadot in Morocco; and a luxury catamaran, the Necker Belle.

Leading luxury travel network Virtuoso awarded Ulusaba a prestigious Best of the Best Award in the category of Most Socially Responsible.

The award recognises a hotel dedicated to making a difference through innovative local or global programmes that make the world a better place.

Ulusaba was awarded this accolade in recognition of the work undertaken by its charitable arm, Pride 'n Purpose, and the innovative way in which Ulusaba’s guests can become involved with the local community and make a difference. This was another labour of love started by Sir Richard, and one that has transformed and enriched the entire community living around Ulusaba. South Africa can be proud of this adopted son who has clearly embraced southern Africa and its people.

Better than a fairy tale

His life is better than a fairy tale. A 53-year-old corporate bad boy, directing an $8-billion empire created from scratch at the age of 17.

Frankly, if one were offered the chance to swap places with any CEO, I reckon most people would prefer to fill his boots, not least for the estimated self-worth of $2.6-billion, but because you would have a blast doing it!

In the words of Sir Richard Branson: "I don't think of work as work and play as play. It’s a living!"

And long may he continue to do so!


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