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COPYRIGHT

      Fourth Estate

      An imprint of HarperCollinsPublishers Ltd.

      1 London Bridge Street

      London SE1 9GF

       www.harpercollins.co.uk

      First published in Great Britain by HarperCollinsPublishers 1994

      Copyright © Tim Jackson 1994, 1995

      Tim Jackson asserts the moral right to be identified as the author of this work

      All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the nonexclusive, nontransferable right to access and read the text of this ebook on-screen. No part of this text may be reproduced, transmitted, downloaded, decompiled, reverse-engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereafter invented, without the express written permission of HarperCollins ebooks

      HarperCollinsPublishers has made every reasonable effort to ensure that any picture content and written content in this ebook has been included or removed in accordance with the contractual and technological constraints in operation at the time of publication

      Source ISBN: 9780006382676

      Ebook Edition © DECEMBER 2016 ISBN: 9780008240646

      Version: 2017-01-05

DEDICATION

       For Emily Marbach

      CONTENTS

       COVER

       TITLE PAGE

COPYRIGHT

DEDICATION

PROLOGUE: Concealing the Art

1 1969: Easy Work, Good Money

2 One Per Cent of Tubular Bells

3 Broken Bottles

4 Media Mogul

5 Do You Really Want to Hurt Me?

6 Dear Randolph

7 To Market, To Market

       8 ‘Too Liberal a Use of the Lawyers’

       9 The Little Boys and Their Boats

       10 Hales and the Lionheart

       11 Enlightened Capitalism

       12 ‘I’ve Got to Believe You’re Serious about It’

       13 Hot Air

       14 Flying Across Two Oceans

       15 Recovery in Woodstock Street

       16 A Man of Property

       17 Branson Succumbs to Takeover Fever

       18 Loos, Booze and Upper Class

       19 The Price of Privacy

       20 Playing at Retailing

       21 How John Thornton Earned His $3m

       22 The BA Bonus

       23 Heathrow Airport and the Slot Machine

       24 A Matter of Timing

       25 The £40m Wager

       EPILOGUE

       KEEP READING

       CHRONOLOGY

       INDEX

       ACKNOWLEDGEMENTS

       ABOUT THE AUTHOR

       OTHER BOOKS BY

       ABOUT THE PUBLISHER

PROLOGUE: CONCEALING THE ART

      RICHARD BRANSON is Britain’s best-known entrepreneur, but it is not for his business activities that he is famous. Branson first achieved celebrity with his 1985 attempt on the Transatlantic sea speed record. Since then, he has ballooned across the Atlantic and the Pacific; spent an unhappy year at the helm of a Conservative government campaign to clean up the environment; launched a new brand of condoms in the hope of encouraging young people to have safer sex; and made a bid to run Britain’s National Lottery, which was unsuccessful despite his promise to give away all his profits to charity.

      Even when it is his business

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