Richard Branson’s 4 Secrets to Business Success Vs Top 10 Management Myths – Virgin

Summary:

• Richard Branson has built a wildly successful Virgin company on very unconventional “secrets to success”
• Most business leaders follow management theory than is built on myth
• Virgin has been wildly successful, even over the last decade when many companies have suffered, by being agile and market oriented
• It’s time to throw out traditional management, and its myths, for a different approach.

In my speaking and blogging I regularly comment on what great results have been achieved Virgin under Chairman/CEO Richard Branson.  The founder, and the company, both started quite humbly.  Even though nobody can easily define exactly what business Virgin is in, it has done very well.  So I was pleased to read at BNet.com “Richard Branson: Five Secrets to Business Success“:

1. Enjoy what you are doing.  Really.
2. Create something that stands out
3. Create something of which you and your employees are proud
4. Be a good leader – which he defines as listen a lot, ask questions, heap the praise.  Don’t fire people, help them to be happy
5. Be visible.  Get out into the market and listen, listen, listen.

I am struck at how this is nothing like the recommendations in most management books.  Let’s see what Richard Branson didn’t say:

1. Sacrifice.  Work hard.  Be diligent.  Be tough. Cut out anything unnecessary
2. Find one thing to be good at and excel – search for excellence
3. Know your core competency, and maximize it’s use. Avoid things that aren’t “core”
4. Make sure everyone is “on the bus” doing the one thing you want to do. Get rid of anyone else
5. EXECUTE! Optimize your business model.  Focus on execution
6. Cut costs.  Run a tight ship.  Tighten your belt.
7. Focus on results.  Run the business by the numbers
8. Focus on quality – implement Six Sigma and/or TQM and/or LEAN processes
9. Outsource anything you don’t absolutely have to do
10. Hire the “right” leaders (or employees)

Business if full of myth.  And we now know that many gurus have been recommending actions for years that simply haven’t produce long-term positive results.  The companies considered “great” by Jim Collins have fared far more poorly than average.  Most of the companies Tom Peters considered “excellent” have not made it to 2010 in good shape – if they even survived!  Most of the 10 myths were things that simply sounded good.  They appeal to the American way of training.  But they haven’t helped those companies which applied these ideas succeed.

Sir Richard Branson has created businesses from selling recordings to bridal shops, international banking, traditional airlines and even a business flying people into outer space.  By all the traditional recommendations, he and his company should have failed.  It followed none of the recommendations for hiring, firing, focus or execution.  Yet he has created billions in personal fortune, billions for investors and given thousand of people very rewarding places to work.  By all counts, he and Virgin have been a success.

It’s time to give up our management myths, and learn to compete in today’s rapidly shifting market.  It’s now more about listening to the market and managing an agile organization than “focusing on core” or “execution.”

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