• "The biggest risk any of us can take is to invest money in a business that
we don't know. Very few of the businesses that Virgin has set up have
been in completely new fields."
• "I have not depended on others to do surveys or market research, or to
develop grand strategies. I have taken the view that the risk to the company
is best reduced by my own involvement in the nitty-gritty of the
new business."
• " . . . There is always another deal. Deals are like London buses—there's
always another one coming along."
• " . . . Reduce the scale o f . . . risk through joint ventures . . . [and] have a
way out of a high risk venture."
• " . . . As businesses grow, watch out for management losing touch with
the basics—normally the customer."
• "[Our] 'keep it small' rule enables . . . more than usual numbers of managers
the challenge and excitement of running their own businesses."
• " . . . Pursue a 'buy, don't make' strategy."
• "Having evaluated an investment... and having decided to make an investment,
don't pussyfoot around. Go for it!"
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