Smile for the cameras!
When we consider that Branson thinks the idea of smiling for the cameras is one of his top ten foundations for success, at a glance it seems almost silly or irrelevent. I think this is the only place where I've seen a major business leader say that as one of their key tools in their success journey.
So obviously Branson is talking about more than simply having a smile on your face, that would have no inherent value to a company or success; it's what the smile represents.
To me, when you smile in the midst of endless problems and situations and competitive pressures that arise, you're saying that everything is ok - nothing is going to stop us from what we're trying to achieve. It also sends a message to our competitors that we're going to keep on going no matter what.
I also believe it's talking about being in the presence of the media on a consistent basis for branding purposes. To do that though, there needs to be something photogenic to give the photographers; Branson can do that in a big way.
We need to remember that media is always looking for a story, and the "smile for the cameras!" comment is a way of saying be ready for that moment everyday.
Branson talks about the power of getting the kind of publicity he does through his antics, that he never could have paid for through planned marketing campaigns. Many other business leaders have said the same thing.
The point is to offer humor in situations where media is looking for something to offer their viewers. Others nowhere near as edgy as Branson receive very similar treatment, like Warren Buffett and Sam Walton when he was alive, because each one of them in their own way could find humorous ways to express themselves when the cameras and film were rolling. It's something that money simply can't buy.
Other Branson Sources:
Richard Branson conquered the world. Now he wants to fly you to space.
OPEN LETTER TO GEOFF DIXON FROM RICHARD BRANSON
Richard Branson's: Losing My Virginity
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