Richard Branson is one of the world's most successful entrepreneurs and possibly its most successful public relations man. Whether he's promoting bands such as the Sex Pistols, breaking the speed record for crossing the Atlantic by boat, traversing the Pacific in a hot-air balloon, or cracking a monopoly on condoms in the UK, Branson cultivates his public image relentlessly: hip, charming, casual, open-minded, nice, fun. But behind the dazzling smile, practical jockes, and notorious spontaneity, there is another Richard Branson — shrewd, calculating businessman, relentless negotiator, almost compulsively daring risk taker.