Bard Business Book

What a refreshing read! I enjoyed Dearlove's easy 'newspaper' style of writing and because I am in marketing, I found the '10 easy steps', 'unauthorised' perspective very useful, with Dearlove admitting to having 'plundered a veritable treasure trove of articles as well as several excellent biographies' in writing the 158 page book. The tendency that Branson has of taking on the big guys makes for great reading: 'At Virgin, we have a strategy of using the credibility of our brand to challenge the dominant players in a range of industries where we believe the consumer is not getting value for money' (Richard Branson). Fascinating.