Business isn't about making pots of money and getting SOS calls in the bath from Nelson Mandela. It's caring enough about something to do something about it, says Virgin's bearded, ballooning, be-jerseyed boss in this manual about vision, strategy, self-publicity, customer-care, making people feel motivated/connected/good. Mrs Thatcher recommended Richard to Mikhail Gorbachev as another good person to do business with, and George Clooney said he'd swap lives with him anytime, much to Mrs Branson's excitement. It isn't all name-dropping and casual by-the-ways about recording this chapter on his way to Paris to lunch with the president, on to Mumbai to meet the directors of - oh, I forget - maybe Virgin Vindaloo, and finally to Japan to address the Tokyo Institute of Directors. He's honest about his mistakes, writing off the £100m Virgin Atlantic invested in bed seats (BA came up with better ones) and screwing up the inaugural run of his West Coast franchise's first tilting train because it coincided with the launch of Virgin Galactic. The Pendolino was two hours late, the whole high-speed tilting deal had cost £1.85b and the Daily Mail ran the immortal headline "Euston: We have a problem".