Like him or loathe him, there's no denying Richard Branson knows how to make a statement.



I only bought this book as some light reading for a long flight. But I was surprisingly impressed with it.



It certainly isn't the first book about - or by - Branson, and it perhaps doesn't provide as much depth as some of the others. But it does enough to live up to its sub-title "10 Secrets of the World's Greatest Brand Builder". The principles Dearloves shares - including "Make work fun", "Do right by your brand" and "Faster than a speeding bullet" - are good advice for most business owners.



I particularly liked the section "Don't Lead Sheep, Herd Cats", which is about hiring people with initiative and ambition and then getting out of their way.