Foreword                                           1  (8)
    Five Secrets To Starting A Business            9  (5)
    People Power                                   14 (4)
    Nice Guys Can Finish First                     18 (4)
    The Weakest Link                               22 (4)
    Business Philosophy                            26 (4)
    Screw You, Goliath!                            30 (4)
    The Importance Of Not Being Earnest            34 (5)
    The Perfect Pitch                              39 (5)
    The Opportunity Of Risk                        44 (4)
    Private Space                                  48 (4)
    They Say                                       52 (4)
    A Perfect 10                                   56 (4)
    If You Never Make Mistakes                     60 (3)
    The Customer's Always Right                    63 (4)
    Brand Awareness                                67 (4)
    Steve Jobs                                     71 (4)
    First Impressions Are Huge                     75 (4)
    To Win The War On Drugs                        79 (5)
    Science: The Last Frontier                     84 (5)
    Chocks Away                                    89 (4)
    Like A Fine Wine                               93 (5)
    What's In A Name?                              98 (4)
    So, You Want To Be Ceo?                        102(4)
    The Chinese Plate Trick                        106(5)
    How To Bake An Entrepreneur                    111(4)
    Change Is In The Air                           115(5)
    Don't Like The Second Opinion?                 120(4)
    Breaking Up                                    124(4)
    If I Could Do It All Over Again                128(5)
    More Walking And Talking                       133(4)
    Accidents Happen                               137(4)
    Reach For The Skies                            141(4)
    Sustainable Energy                             145(4)
    New Ventures                                   149(4)
    Get Big                                        153(4)
    Selling Customers Is Easy                      157(5)
    What Is Success?                               162(4)
    When Going Walkabout                           166(3)
    Surviving A Downturn                           169(4)
    Rising Above It All                            173(5)
    Living The Branson Life                        178(5)
    Early Endeavours                               183(5)
    Change Is Good                                 188(4)
    Managing The Launch                            192(4)
    A Shocking Revelation!                         196(4)
    A Noose Around The Neck                        200(4)
    Today's Failure                                204(4)
    Real Change For Good?                          208(4)
    Be A Leader                                    212(4)
    Great Customer Service                         216(5)
    Can Bad News Be Good News?                     221(4)
    Choosing A Partner                             225(4)
    Invest In Your People                          229(5)
    The Day The Music Didn't Die                   234(5)
    Good Training                                  239(4)
    Rebranding                                     243(5)
    Social Services Redefined                      248(5)
    A-B-C-D                                        253(4)
    Empowerment And Appreciation                   257(4)
    Launching A Business                           261(5)
    Keep An Eye On The Details                     266(3)
    The Lonely Entrepreneur?                       269(4)
    The Planet's Problems                          273(4)
    `Let's Shake On That'                          277(4)
    Office Relationships                           281(4)
    Earn Your Customers' Trust                     285(4)
    To Work Better                                 289(4)
    Strike Up The Brand                            293(4)
    Sharing Life's Lessons                         297(4)
    Power To The People                            301(5)
    Watching Your Waistline                        306(4)
    What's Better Than A Handout?                  310(4)
    Home And/Or Office                             314(4)
    Kick-Start The Economy                         318(5)
    Rules Of The Road                              323(4)
    School Of Hard Knocks                          327(4)
Acknowledgements                                   331(2)
Index                                              333