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Chapter 4: Results 67 _______________________________________________________________________________________________________________________________________________ Authoring Old status quo New arrangement supporting change-creating intent event to be changed 01-Virgin Galactic Space tourism is available only to the super-rich. The Russian Federationoffers trips to low-earth orbit (LEO) priced at ~US$50m. Traditional corporate culture, mission statements, and regimented work environments. Authoritarian leadership that punishes failure. Table 20: Branson: authoring events Branson founded Virgin Galactic in 2004. From the website: “Only 559 people have been to space. Virgin Galactic is opening space to the rest of us.” “When aviation legend Burt Rutan won the $10 million Ansari XPRIZE with SpaceShipOne, Sir Richard Branson swooped in to license the winning technology,committingaquarterofabilliondollarstodevelopVirginGalactic’s SpaceShipTwo--the commercial follow-on to SpaceShipOne” (Diamandis & Kotler, 2015, p. 97). SpaceShipOne launched from a custom carrier aircraft called White Knight One. Several companies were involved: Mojave Aerospace Ventures owned the intellectual property for SpaceShipOne, Scaled Composites manufactured SpaceShipOne and White Knight One, and would build the prototypes of SpaceShipTwo and White Knight Two, and The Spaceship Company (founded in 2005 by Branson and Rutan, jointly owned by Virgin Galactic and Scaled Composites) would build the production units of SpaceshipTwo and WhiteKnightTwo. Virgin Galactic provides a “unique opportunity to travel into space and experience weightlessness while looking down on our planet from an altitude a dozen times higher than commercial flight levels" (p. 371). The Virgin Way is the corporate culture at Virgin Group. Branson writes: “I frequently get way too much individual credit for the success of these companies when it is usually a case of the Virgin Way giving our people the freedom to express themselves by letting their imaginations take flight.” (p. 379). “The Virgin Way takes us to places where other 'more sensible' operations might fear to tread" (p. 6). It is “listening, learning, laughing, and leading” (p. 379). “Managing our businesses is all about maintaining and promoting that almost childish curiosity level in our people to ensure they are never accepting of the status quo and always looking for ways to improve upon it" (p. 129) Branson summarizes his leadership style as “Having a great time while building a highly diversified global business with an extended family of simply wonderful people” (p. 9). Branson’s advice for leaders includes follow your dreams, make a positive difference and do some good, believe in your ideas, have fun and look after your team, don’t give up, listen and take lots of notes, delegate and spend time with your family, and go out into the world (pp. 375-379). Branson values the “courage to own up to mistakes” (p. 58), “simplicity in communications” (p. 80), and “take risks, embrace failure” (p. 276). Branson learns through direct experience: “I have spent the balance of my life with a thirst for learning about new things, businesses, people and cultures... My learning process has involved experiencing all these things first-hand as opposed to reading about them in books” (p. 4). “The old way was particularly challenging for someone like me with dyslexia and borderline ADD – attention deficit disorder” (p. 4). 02-The Virgin Way 03- Branson’s leadership style Table 21 summarizes the two making declarations events for Branson. _______________________________________________________________________________________________________________________________________________ Copyright © 2018 Ewan ReidPDF Image | Carbon Removal
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