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Chapter 4: Results 66 _______________________________________________________________________________________________________________________________________________ Seeking Perceived constraint Breaking free of or breaking up the perceived constraint autonomy event 01-Improve lives 02-Escape boredom: “If it’s not fun, it’s not worth doing” Most companies address low-impact problems and make decisions based on expected profits and “working to improve shareholder value” Most projects and business opportunities are unexciting, boring. Launch and lead companies that improve lives. Branson writes: “If you aren’t making a positive difference to other people’s lives, then you shouldn’t be in business. Companies have a responsibility to make a difference in the world, for their staff, their customers–everyone. The amazing part is that doing good is also good for business” (pp. 375-376). "Companies can realize this potential by looking for ways to do things differently, and by putting our people and the planet right up there alongside growth, and profit as our raison d'etre" (p. 273). "I have always had one paramount philosophy: if a new project or business opportunity doesn't excite me and get my entrepreneurial and innovative juices flowing, if it's not something with which I sense I can make a difference while having a lot of seriously creative fun, then I'd far rather pass on it and move right along to something else that does excite me" (p. 1). "[If an idea doesn’t sound fun], I'd far rather pass on it and move right along to something else that does excite me" (p. 1. Fun is embedded in the Virgin brand and culture: "It's about having fun with a capital F while we're doing it. Leading 'the Virgin way' often has quite unpredictable consequences and takes us to places where other 'more sensible' operations might fear to tread" (p. 6). Table 19: Branson: seeking autonomy events The first event (Branson-SA-1) was about improving lives. Branson feels dissatisfied with the limited impact made by nearly all businesses, and strives to break free of this constraint with his own high-impact businesses. This was a recurring theme throughout Branson (2015). The second event (Branson-SA-2) was about escaping from boredom and having fun. Diamandis describes Branson as a “fun junkie” (Diamandis & Kotler, 2015, p. 125), and argues that this helps Branson in two ways – first, by being passionate about everything that he does, and second, because what he does is likely to be fun others also. “If it’s not fun, it’s not worth doing” is the subtitle of Branson’s book. Table 20 summarizes the three authoring events for Branson. _______________________________________________________________________________________________________________________________________________ Copyright © 2018 Ewan ReidPDF Image | Carbon Removal
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