THIS WEEK’S RECOMMENDED READING
Losing My Virginity, by Richard Branson (Virgin Books).
Branson is the master of testing out ideas and constantly improving them based on customer feedback or other circumstances. He started out with a student magazine and realised that people were making money from selling goods via mail order in the magazine, so he started selling records via mail order. Then there was a postal strike so he opened a shop people could go to to buy the records, and found that customers liked that experience and being able to listen to the music before buying, so he started opening more record shops. From being at the customer end of the music business he also realised that the record companies didn’t really understand the music ...
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