Book Review: Richard Branson ‘Screw Business As Usual’
by Fred Roed on 27/01/12 at 1:40 pm
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Before I start on this review it’s worthwhile to mention that Sir Richard is a client of the digital marketing agency that I own so there may be a *small* bias. I read Branson’s new book ‘Screw Business As Usual‘ in two days, and am currently rereading certain chapters of it. I will aim to to give you my fairest appraisal, and give an insight into why I think you should buy the book (yes, I do think you should!)
Screw Business As Usual is, in a nutshell, about social entrepreneurship – the concept of making money while doing good. In the book Branson relates his journey from shameless capitalist to social evangelist, providing sharp insight into the seminal moments in his career that motivated him to make a dent in the universe.
Some standout bits in the book:
- Branson telling how he and Brad Pitt traveled through Soweto visiting AIDS orphanages and were stunned and humbled by the joy and hope that the sufferers displayed in the face of despair
- How The singer Jewel got involved in Virgin Unite after a conversation about her homeless past
- How Ben Cohen (from the massive Ben & Jerry ice-cream business) stopped a jargon-spouting consultant in his tracks by asking “what the hell are you talking about?”
- The concept of “the missing middle” referring to small entrepreneurs who lack finance
One potential criticism against the book may be that it could be construed as one of Sir Rich’s shameless self-promotion exercises since much of Screw Business As Usual focuses on projects that companies within the Virgin Group are engaged with.
However, consider a story that our esteemed author relates midway through: At a critical time in Virgin’s foray into the South African marketplace, Branson made an impromptu change to a fairly innocuous pre-planned speech to a South African delegation. Having been affected by a visit to Soweto’s AIDS patients, Branson suddenly went on the rampage, and slated South Africa’s leaders for the lack of provision to HIV patients in South Africa. There was a risk involved, with a significant potential negative impact his words may have had on Virgin’s multitude of SA businesses. As it happened, Thabo Mbeki (who he attached in his tirade) responded with a long letter of reconciliation.
This anecdote reveals the heart behind the book. Throughout the book, Branson genuinely wants you, dear Ideate reader, to do good in whatever it is that you do.
It’s well written, if somewhat straightforward, and easy to read. The stories are enthralling and, as in all Branson’s books to date, it’s amazing to get a peak into his fascinating life. This book outlines an important global business trend – in Branson’s words “Have fun, do good, and the money will come!“
One more thing: 100% of the profits of Screw Business As Usual book sales is going to charity. Buy the book and let me know what you think.
Fred Roed is the marketing guy in the Ideate crew. Fred is the CEO of web marketing company World Wide Creative and the co-founder of online learning portal Heavy Chef. Fred loves writing about people out there doing marketing right. Follow Fred on Twitter here. View more articles by Fred Roed.
Tags: advice, Book review, Books, entrepreneurship, guidance, mentorship, review, richard branson, social entrepreneurship
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