When someone reads a book from Richard Branson, it is apparent that he is not a corporate business kind of guy. He is not boring his readers with cliches, empty slogans, and fashionable terms. He comes across down to earth, practical, funny. This book is trying to give us a brief introduction to the man behind Virgin, but it is a little disjointed; not a real biography, not a profound analysis. Weaved into this sketch are elements like "transformational leadership," "brand value," and "brilliant (corporate) structure." After finishing the book, the man remains a mystery. He may be a "Shark Tank" guy, who looks at a business (with a minimum of 30% yearly internal return), providing capital and the blessing of the Virgin brand to a company that has already shown sufficient survival skills. I also found the following brief description in the book "Business Brilliant" by Lewis Schiff: "...Virgin's simple formula is to steal a small, profitable piece of the market by offering better service at a lower cost and with a sense of style and fun."