Sir Richard Branson launches his book ‘Screw Business as Usual’ in SA

Sir Richard says: “I have written this book for the new wave of emerging entrepreneurs as well as business people who are transforming their organisations. For those who, at the same time as wanting to develop a business and make a living, are wanting to do more to help people and our planet.

“It’s a vibrant and definite sea change from the way business was always done, when financial profit was a driving force. Today, people aren’t afraid to say ‘Screw Business As Usual’ – and show they mean it. The great news is that doing good is also good for business.

“Due to mounting pressure from those who have already started screwing business as usual, the only way businesses are going to survive in this tough economic climate is if they embrace a new form of capitalism. In writing this book, I’ve realised that we’ve really been on a practice run, getting ready for the greatest challenge and opportunity of our lifetime.

“Never has there been a more exciting time for all of us to explore this great next frontier where the boundaries between work and purpose are merging into one; where doing good really is good for business,” explains Sir Richard.

During his visit, Sir Richard popped in at Virgin Active Soweto where he joined in the festivities of a community day and, accompanied by staff and local celebrities, tried his hand at a retro aerobics class.