"At Virgin we like to take on organizations much bigger than ourselves. It's a lot more fun being David than Goliath."
How Sir Richard maintained Virgin's reputation amid the collapse of its key industry: brick-and-mortar music retailing. An exclusive Inc. video interview
In an exclusive Inc. video interview, Sir Richard reveals the secret of Virgin Group's brilliant brand positioning
In an exclusive Inc. video interview, Branson relives one of his favorite publicity stunts: attacking Coke. With a tank. In Times Square.
Virgin Cola seemed to be beating Coke in a head-on battle. Then things went horribly wrong, Sir Richard tells Inc. in an exclusive video interview.
Branson set up "war rooms" to tackle global issues like climate change and disease in Africa.
INTEGRITY "We would never let a Virgin company go bust."3:34
POSITIONING "It's a lot more fun being David than Goliath."4:23
STUNTS "I fired the gun and the Coke sign exploded."4:32
HUBRIS "They set out to squash us and they did it effectively."4:13
WAR What You Name a Venture Is Important2:24