How This Founder Convinced Richard Branson to Invest

Key Concepts:

• Ghostwriting: Writing on behalf of someone else, making it appear as if they wrote it.
• Pitch: A persuasive presentation of an idea or product.
• Virgin Galactic: Richard Branson's space tourism company.
• British Airways (BA): A major airline, a competitor of Virgin.
• Public Relations (PR): Managing the spread of information between an individual or an organization and the public.

Securing a Meeting with Richard Branson

The speaker recounts how Mark Kelly, then on their advisory board, facilitated a meeting with Richard Branson. The speaker realized he could "ghostwrite" emails from Mark Kelly to Richard Branson. The pitch was framed as Mark Kelly suggesting Branson meet with the "boom guys" (the speaker's company) during a spaceship rollout in Mojave. This led to a 15-minute meeting with Branson.

The Pitch and Branson's Initial Reaction

During the meeting, Branson offered drinks, but the speaker declined, stating he had already had coffee. Branson was drinking scotch. The speaker realized he had failed the "cool guy test." Branson acknowledged the brilliance of the idea but stated he was already involved with Virgin Galactic.

Reframing the Proposition: Virgin vs. British Airways

The speaker clarified that they weren't seeking investment from Branson. Instead, they asked if Virgin would be interested in acquiring the first few airplanes once the project succeeded. The speaker would secure funding elsewhere. The core strategy was to position the deal as "Virgin versus BA." The speaker highlights that Branson values PR and dislikes British Airways (BA).

Securing the Deal

Following the meeting, the speaker received an email from Virgin on Monday/Tuesday stating their commitment to purchasing the first 10 airplanes. The speaker was authorized to announce the deal the following day.

Notable Quotes:

• "Hey the boom guys are going to be in Mojave for your spaceship roll out You should really meet with them while you're there." - Mark Kelly (ghostwritten by the speaker)
• "Guys this is brilliant like I love what you're doing but I'm already doing Virgin Galactic" - Richard Branson
• "We're in for the first 10 airplanes You can announce it tomorrow" - Virgin (via email)

Synthesis/Conclusion:

The speaker successfully secured a deal with Virgin by leveraging a connection with Mark Kelly, strategically framing the proposition to appeal to Richard Branson's competitive spirit against British Airways, and focusing on a future partnership rather than immediate investment. The narrative highlights the importance of understanding the target's motivations and tailoring the pitch accordingly.