He once drove a tank down Broadway to demolish a wall of cola cans. He tried to circumnavigate the globe in a hot air balloon. He dangled Ivana Trump upside down over a pool during a posh party. Who is this guy, and what drives him to do these things?

Readers will find out in this fast, fun, and probing new book, Business the Richard Branson Way. It uncovers the 10 key business secrets of this flamboyant entrepreneur and ultimate brand-builder.

As founder of Virgin airlines, Virgin records, Virgin retail stores, soft drinks, financial services, and more, Branson has boldly used the Virgin label to take on market leaders and shake up complacent industries. This book charts his spectacular career and examines how his unique abilities--savvy negotiator, dazzling newsmaker, creative leader, and others--have made him one of the most successful businessmen in the world.

Business the Richard Branson Way is part of a new series that charts the rise of business superstars Branson, Bill Gates, Jack Welch, and Rupert Murdoch. The Business Way Series looks at their deals, schemes, and dreams, revealing how each planned his career, crushed his competitors, and ended up on top. It supplies both a valuable insight into the ingredients of success and a concise source of important lessons for the next generation of winners.

Other "Business Way" books include: Business the Bill Gates Way (0-8144-7036-X) Business the Jack Welch Way (0-8144-7033-5) Business the Rupert Murdoch Way (0-8144-7034-3)