The Virgin Way: Everything I Know About Leadership by Richard Branson Page B

to popular perceptions, money is seldom the prime motivator. In a report titled ‘Insights into Organization’ McKinsey agreed that while being fairly compensated is important, so are a lot of other more subtle factors, one of which is pride in one’s work. People take a lot of satisfaction from knowing that they’re doing a good job, and that their efforts are appreciated – and the simplest way to stoke this passion is for leaders to use ample doses of gratitude. A simple ‘thank you’ when coming from a senior person can go a long way, particularly if they have made a trip to the employee’s desk to express it. And if there is an opportunity to extend the thank you into something a little more meaningful then that will make an even more lasting impression.
    In addition to the frightening reduction in face-to-face conversations, another casualty in the wake of emails and texts is the handwritten thank you letter. Given their rarity nowadays, however, a well-crafted, handwritten thank you note – which in case you’ve forgotten involves the use of paper, pen and ink and sent in an envelope – is something that really stands out. I send them several times a month to say thank you for something special, offer condolences, congratulations on a newborn baby or sometimes even to try and sway a business deal that looks to be getting away from us. I remember dropping a line to Mick Jagger in 1991 when we were pursuing the Rolling Stones for Virgin Records, but perhaps the oddest one I have ever sent was when we were trying to sign the Stereophonics to the V2 label. I was told the deal was slipping away, so on a whim I sent a handwritten note to the mother of the band’s singer Kelly Jones. I had been told that Kelly still lived at home, so I implored his mum to have her son make ‘the right choice’ – which he did; they signed the deal a few weeks later. As Kelly told me later, ‘It’s quite amazing what a handwritten note from “that nice Mr Branson” can do!’
    In recognition of outstanding performance I occasionally like to surprise employees (and their significant others) by saying thank you in somewhat grander style than a note in the mail and invite them to stay with us on Necker Island for a few days. One time in 1997 we entertained an entire twenty-plus Virgin Atlantic crew that had performed in exemplary fashion when faced with an emergency landing at Heathrow. One landing gear had failed to extend properly but our captain made what was described as a textbook landing – it maybe helped that Tim Barnby, the captain in command in question, was also a former aerobatic champion! Anyway, as much as the crew will always remember the frightening experience on the airplane, I am sure they will also treasure the few days we enjoyed on Necker together. But as the old saying goes, ‘It’s the thought that counts’ – taking the time to make the gesture is much more important than its size. So if you don’t have a private island to share with your people, try something like giving them a surprise day off, take them out for lunch or give away those seats you have for a sporting event that you probably weren’t going to use anyway. At the very least, walk over there, shake their hand and say a heartfelt ‘thank you’.
    So whether communicating via the written or the spoken word, try and make ‘keep it simple stupid’ your mantra and while you’re at it you should also work on adding a third ‘S’ for ‘short’. If you can rigorously adhere to the K-I-S-S-S principle in all your communications, you will not only have much better informed and more engaged employees, shareholders and customers but you will also save yourself and your company a lot of heartache.

Chapter 5
BURN DOWN THE MISSION
    Mission misstatements
    At some time or another, particularly in the early days of every start-up company, it is almost inevitable that some investor or job applicant is going to ask, ‘So, what is your