The Unauthorized Guide To Doing Business the Jamie Oliver Way: 10 Secrets of the Irrepressible One-Man Brand

One: Be Yourself, But More So.

Oliver's early appeal as a television chef was based on his apparent 'authenticity' but behind the scenes there was artifi ce at work.

Two: Extend the Brand.

With his personal brand well established, Oliver has launched a wide range of business ventures.

Three: Build on What You’re Good At.

By sticking to what he knows best, Oliver has expanded his business empire without leaving his comfort zone.

Four: Remember the Social Dimension.

By tackling social and political issues, Oliver cemented his relationship with the public, and refreshed his brand while also doing genuine good.

Five: Become the Face of a Supermarket.

Despite a few bumps and bangs along the way, Oliver’s relationship with Sainsbury's has been mutually beneficial.

Six: Deal with Adversity.

Oliver has dealt with career-threatening issues with a mix of hard work and creative imagination.

Seven: Go International.

Right from the beginning Oliver has had a global profile. Now he is an international businessman.

Eight: Protect the Brand.

Looking after the brand as business grows is tough for any owner. This is how Oliver has done it.

Nine: Be Controversial.

A willingness to embrace controversy has done Oliver no harm at all.

Ten: Be Bold.

Launching new ventures in the middle of a recession could be described as bravery or foolishness. Oliver is prepared to take the risks.

How to Do Business the Jamie Oliver Way.

Last Word: Towards a Sustainable Future.

Notes.

Index.