Branson traffics in opportunism.
One of those skills that some of the greatest business leaders ever seem to all have: the ability to spot underperforming companies. Of course what makes them great business leaders is not just the ability to identify companies with great potential, but knowing what to do with them once they get them.
Concerning Branson's success in this area, someone commented, "He spots a stodgy, old-line industry, rolls out the Virgin logo, sprinkles some camera-catching glitter, and poof - another moneymaker."
It's not as simple as the person making this observation says, because Branson built up the Virgin brand to represent something, so when it's said that he "rolls out the Virgin logo," it's more than what it seems upfront. But it does reveal the power of branding and how it can drive the success of a company.
Including the power of the Virgin brand, the reason for success is what is said above. Branson, who is the consummate marketer and showman, knows how to take a company and market it. There aren't many much better at it than him.
Even with all of that included, the underlying fundamentals of a company still must be sound. We can't just develop pattern like mentioned above and roll it out to any company in the world; no matter what industry it's in, its reputation, or its existing product line.
The ability to spot an underperformer is usually connected to recognizing a solid company which isn't being marketed correctly. They will have everything in place but the ability to recognize the importance of what they have or know the right way to market it.
Those that have that ability, like Branson, are in the place to take advantage of these opportunities that are really available every day when you know what to look for.
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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