Summing it all up start points

Richard Branson

An entrepreneur and adventurer, successful business builder and extrovert who enjoys creating waves with his hot air ballooning and powerboat racing.

Stephen Hawking

A brilliant scientific mind who showed great courageous and determination in the face of severe disability. He used innovative solutions (and humour) to overcome his communication and mobility problems, refusing to allow his severe health problems to prevent him from living a fulfilling life both in his personal and working life.

Joe Wicks

A health and fitness guru, who became one of the faces of lockdown in 2020 with his livestream PE sessions, specifically to help the nation’s children stay healthy and upbeat. However, this pioneering spirit had seen the opportunities in virtual training as sessions as far back as 2014. Originally a teaching assistant he had refused to compromise on his career choice and became a personal trainer before expanding his offer to include health and online training.

Martin Luther King

Most visible spokesman of the US’s civil rights movement who followed his beliefs in maintaining a non-violent approach founded in civil disobedience. King was a wonderful orator as epitomised in his “I Have a Dream” speech and motivated by the search for racial equality, justice and fairness. His assassination in 1968 underlines what a pioneering spirit he had.

Values start points

Determined – Focused – Curious – Accountable – Transparent – Open – Honest – Good is not good enough – Exact – Collaborative – Adaptable – Innovative – Think outside the box – Courageous – Daring – Adventurous – Questioning – Inquiring – Independent – Considerate – Embracive – Pioneering – Fair – Ambitious – Genuine – Indefatigable – Challenging – Diversity – Attention to detail – Leave no stone unturned – Hard working – Practical – Has common sense – Empathetic – Stronger together – Democratic – Caring – Inclusive – Genuine – Grounded – Just – Responsive – Respect – Positive – Diverse – Teamwork – Always striving for improvement – Evolutionary – Revolutionary – Pragmatic – Optimistic – Responsible – Always looks for the best in people – Makes the best of what they have – Stoical – Open-minded – Leaves no stone unturned – Able to compromise – Self-reliant – Go the extra mile – Free thinking – Accepting – Creative – Professional – Outward focused – Risk taking – Radical – Conservative – Expansive – The devil’s in the detail – Quick – Always puts other first – Integrity – Thorough – Incisive – Evolutionary

Try to get a mixture of values – you don’t want five different words which mean the same thing as that will not communicate the range of your personality.

Supporting evidence – Richard Branson:

Dyslexic and school dropout – but did not let that deter him as he started his first business (a magazine called Student) whilst a teenager – taking control of his destiny / anything is possible

1971 to increase his funds he opened the first discount record store – creative

1984 became majority shareholder in Virgin Atlantic Airways with just one plane. Despite formidable opposition from established airlines he built the company into a force to be reckoned with by the 1990s – anything is possible / leadership

1986 part of a two-man team crossing the Atlantic in a powerboat – adventure / fun

1987 crossed the Atlantic in a hot air balloon and in 1991 crossed the Pacific in a hot air balloon – adventure / risk taker

By the 1990s the Virgin Conglomerate comprised 100 companies – leadership

2004 Created Virgin Galactic – space tourism company – action oriented / creative / fun

Ok, so he’s a well-known high achiever and there are plenty more examples of his achievements and character, although not all are purely work related. You might say that the balloon crossings are mere publicity stunts, but they are more than that, they do epitomise his personality. He is a man of action, who likes to challenge himself by doing the ‘impossible and doing it first and having quite a lot of fun on the way’.

Vision start points

These people show that you can build a strong brand in any walk of life. They are all well-known, but they all started out just like you and I… so what made them different? What do you think was their Vision?

David Attenborough – Gordon Ramsey – Andy Warhol – Leonardo da Vinci – Grace Beverley – Warren Buffett – Dr Alex George – Frank Lloyd-Wright – Barack Obama – Elon Musk – Steven Spielberg – André Previn – Marcus Rashford – Greta Thunberg – Don McCullin – Lady Gaga – George Clooney – Joe Wicks – Iggy Pop – Kim Kardashian – Tracy Emin – Bruce Willis – The Queen – Donald Trump – Lewis Hamilton – Richard Branson – Serena Williams – Jennifer Lawrence – Phillippe Starck – Adele – Jack Whitehall – Mother Theresa – Damien Hirst – Michaela Coel – Richard Ayoade – Boris Johnson – Salvador Dali – Bill Gates – Martin Luther King – Georgio Armani – JK Rowling – Stephen Hawking – Will Smith – Bernie Ecclestone – David Hockney – Angela Merkel – Roger Federer – Frank Lampard – Michelle Obama

Personality start points

Warm – Trustworthy – Timid – Risk-taking – Brave – Loyal – Optimistic – Enthusiastic – Charming – Impulsive – Empathetic – Straight-forward – Simplifies – Explanatory – Intellectual – Clever – Serious – Friendly – Forthright – Outspoken – Funny – Ironic – Deep – Introverted – Self-sufficient – Extrovert – Outgoing – Calm – Passionate – Gregarious – Sociable – Daring – Honest – Reliable – Cool headed – Collected – Pragmatic – No nonsense – Sensible – Approachable – Timid – Opportunistic – Thoughtful – Considered – Level-headed – Interesting – Pioneering – Early adopter – Fair – Confident – Adventurous – Creative – Independent – Strong – Straight talking – Witty – Smart – Sharp as a button – Kind – Shy – Generous – Sincere – Team player – Assertive – Flamboyant – Artistic – Thorough – Practical – Non-judgemental – Relaxed – Assured – Straight thinking – Good listener – Understanding – Courageous – Clear-sighted – Nothing’s too much trouble – Unfazed – People focused – Reserved – Capable – Quick witted – Adaptable – Quick-learner – Up for challenges – Embraces the new