A Few Insights from Virgin Mobile USA's Launch
Several years ago when Branson launched Virgin Mobile in the U.S., there were some things from the early going that are good insights into how he operates when starting a business off.
He did his usual attention-grabbing stunt by being lifted up by a crain over Times Square in New York, and when he got up there, he stripped down to a nude bodysuit that had his groin covered by a Virgin cell phone. Along with it he had the cast at that time of Broadway's The Full Monty doing the same. He did all of this 
to promote the no hidden costs part of the offering.
Even with that, the company got off to a slow start, as the Virgin brand isn't known in America as it is in Britain and Europe, so they ran into cash problems pretty quickly because of the pay-as-you-go feature which was new at the time.
When he was told about the need for more cash to get enough phones for the Holiday season, he called the top man Dan Schulman and told him he would sell one of his most prized hotels to fund the need. Schulman responded by saying: "He won me over right there. Now there's little that I or my organization wouldn't do for him. He puts his money and actions behind his words."
At the time, it got very innovative and creative by making the phone something you think of as fun when you use it. They had Rescue Rings (to rescue you from undesired situations), VoiceMania (greetings from various celebrities), ringtones, wake-up calls, and news from the music and celebrity gossip world. At the time this was revolutionary.
Here again you have Branson at his best. He's promoting in his always entertaining, funny way; he makes a huge commitment that wins the hearts of his leadership and employees; he added features to the phone that set it apart from its competitors as being more than something to talk with; and made it cool with news and gossip from the celebrity world.
Just a typical business start for Branson.
Other Richard Branson Resources:
Richard Branson's Virgin Success
Thoroughly postmodern billionaire
Richard Branson's latest adventure will take Virgin into space
Richard Branson - Life - Philanthropy - Money
Richard Branson, Business Personality
Richard Branson conquered the world. Now he wants to fly you to space.
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