ON Stephen Murphy's desk at the offices of Virgin Group on the Cours de Rive in Geneva sits a very special coffee cup.
It was a present from the group’s founder and his boss for nearly two decades, Richard Branson.
And it is decorated with a photo of Branson pulling open his shirt in a Clarke Kent-type pose.
But beneath there is no “S” for Superman, as might be appropriate for the world’s most famous billionaire entrepreneur. Instead there is a simple message.
“It has a picture of him on it pulling open his shirt to reveal the words: ‘Doctor Yes wins over Mr No’,” a grinning Murphy tells The Australian in an interview at Virgin’s Sydney offices during his annual trip to Australia.
In the Virgin world, Branson is known as “Doctor Yes”.
And Murphy, his right-hand man and global chief executive for the past five years, is known as “Mr No”.
“I say ‘no’ to him all the time,” Murphy says proudly. But rarely, if ever, does the billionaire take offence. And there are times when he simply ignores it.
“He is very respectful. Even if he has decided to do something against your advice, he will call you up to explain why,” Murphy says.
“He is a listener. He will say ‘I hired you to listen to you. I am not hiring you to tell you what to do’.”
And therein lies part of the success of their relationship, and ultimately the global Virgin empire.
Virgin has long prided itself on its “win some, lose some” attitude.
Since being founded by Branson in 1970 as a mail-order record store, it has fostered a culture of entrepreneurship embodied in Branson’s famous “Screw it, let’s do it” mantra.
Today, Virgin Group has a net worth estimated at $US5 billion and boasts annual turnover in excess of $US20bn with operations in the aviation, telephony, healthcare, leisure, financial services and renewable energy sectors.
But under Murphy, a British-born former accountant at both Mars and Unilever who became chief executive in 2005, when Branson stepped back from day-to-day control, Virgin has moved in a new direction. There is now a formal structure for its divisions, with six divisional heads replacing the old seven-member investment advisory committee.
Last month, a powerful new advisory board was appointed to add further discipline to the group’s investments.
Next week, its members will all meet with Branson, some for the first time, at his Necker Island resort in the British Virgin islands in the Caribbean.
The new board will also provide advice on economic issues and strategy to the Virgin Group board headed by Peter Norris, who was named as the first ever non-executive chairman in November last year.
The new advisory board is chaired by Claudio Costamagna, the former head of Goldman Sachs investment banking business in Europe and a current non-executive director on the Virgin Group board.
It also includes former US utility boss Bill Morrow; a former British government minister, Baroness Morgan; a former chief executive of Cadbury, Todd Stitzer; and the former chief executive and chairman of Glaxo Wellcome, Richard Sykes.
“We are unique as a brand in terms of the diversity of industries that we apply the brand to,” Murphy says.
“So it is great to get a group of people who have broad experience, especially as some of the business areas we want to move into are outside the historical competencies of the group, like aviation and telecommunications,” Murphy adds.
He first met Branson in 1993.
What was supposed to be a 10-minute job interview at Branson’s London home turned into a chat that lasted an hour and 40 minutes and Murphy left with a job offer.
“I thought I was going to meet somebody who was going to do all the talk and tell me what he thought,” he says.
“But he didn’t do any talking. He said: ‘Tell me what you think’.”
“I said to him, ‘What is your strategy?’, and he said, ‘Well, I haven’t really got one.’ So I thought, ‘Well, that is fascinating’. It was very exciting.”
In the decade that followed (Murphy quit Virgin eight years ago to try his luck as an entrepreneur, but returned a year later and was welcomed with open arms) he went back to the house for many meetings.
Often there would be 10 people in the room and Branson would be the last one to speak.
“And at the end of it he would often say ‘I don’t know’. Or he’d say ‘Let me think about it’. Or he’d make a decision But it was very collective. You felt respected.
“He believes a lot of business comes down to experience and judgments, so he wants to talk to you so that he can weigh up the quality of your advice.”
They are traits the 54-year-old has inherited from his boss.
“Stephen is a very good listener and he has been great at getting a team around him,” Branson tells The Australian.
Each year, Murphy runs a raffle for staff in each part of the world. The winners get to have lunch with him. The most recent was for a dozen local Virgin employees at Cafe Sydney late last month.
“As the CEO of a globally diverse entrepreneurial group with one of the world’s iconic brand names, Stephen is a great thinker and listener who is also very accessible,” says former Transurban chairman David Ryan, who is a director of the financial services venture Virgin Money in Australia and a former board member of the airline Virgin Blue.
“All in all he is a high-quality CEO and person.”
Importantly for Branson, Murphy frees up the billionaire to do what he does best. The founder says he hasn’t attended a Virgin Group board meeting for 25 years.
“He leaves me to be entrepreneurial and come up with entrepreneurial ideas for the business,” Branson says.
And then there’s that other important trait. “We are good personal friends, but one of his skills is knowing when to say ‘no’ to me,” Branson says.
But true to his accounting pedigree, Murphy does know where to make a buck.
In recent years, Virgin has added health and renewables to the group’s portfolio of travel, media and leisure companies.
The profits of Virgin Atlantic and Virgin Trains are now channelled into developing biofuels and investing in solar panels and other alternative energy projects.
And Virgin Active, the international gym and fitness club chain, has become one of the group’s prime growth engines.
While it represents less than 10 per cent of group revenues, it was the one jewel in the empire deemed to have the growth profile to justify a pound stg. 1bn listing on the London Stock Exchange earlier this year.
It was a bold move for Branson given his bleak experience with the sharemarket in 1987, when Virgin Group was briefly publicly listed before being re-privatised.
But the sale story for Virgin Active was clear.
“If we are going to list the businesses, they have to be clear business models that the market is going to understand and with the kind of stability of performance and earnings that the market likes,” Murphy says.
“Health and wellness is a big strategic area of interest to us because we think it is a big, growing industry.
“In first-world countries there is the demographic trend that is making health and wellness a huge issue for people and a huge part of their lives. It is something they are prepared to devote spending power to.”
But, as in 2007 when a float of the business was first mooted, the timing was less than ideal. “Goldman were appointed but I just felt the valuations we were getting just didn’t reflect the strategic value of the business,” Murphy says. So the float was put off.
The idea remains on the agenda, to generate cash to expand Active or other businesses and to provide scrip currency for other deals.
Over time, Branson’s big cash injections for new ventures have come from spinning off successful companies such as Virgin Blue in Australia, Virgin Mobile UK and Virgin Mobile USA.
While Virgin Active remains small in Australia, with a club in Sydney and Melbourne and a third just about to open in the former’s CBD, Murphy has big plans.
Virgin wants to open 40 to 50 clubs in Australia over the next decade to add to the group’s large presence in Britain, Italy, Spain, Portugal and South Africa.
“Fitness and health is a big part of Aussie lifestyle. What we are in is a lifestyle business and the robustness of the business model is much greater than we thought,” he says, noting the profitability of Virgin Active actually increased during the global financial crisis.
The other big levers for growth in Australia are Virgin Money and Virgin Blue. In July, Virgin Money was relaunched to offer credit card and online banking products in association with US banking giant Citibank.
In aviation, Murphy concedes that Virgin Blue lost its way in the final years of former chief executive Brett Godfrey’s reign, when it was squeezed between the low-end offerings of Tiger Airways, Jetstar and the high-end premium brand of Qantas.
“That’s a fair comment,” he says.
He also acknowledges the timing of the launch of its V Australia international service just before the GFC was “not ideal” (most would say it was disastrous).
But he is optimistic about the future.
“Time will tell. If we are successful in getting a deal with Delta (a trans-Atlantic alliance that has been blocked by the US Department of Transportation), we think it will be a great step forward for long-haul travel here. I think we will have very viable business that will give people access to a good alternative,” he says.
Murphy is excited about the hiring earlier this year of veteran Qantas executive John Borghetti to run Virgin Blue.
He long admired Borghetti as part of the three-member team at Qantas — with chief executive Geoff Dixon and chief financial officer Peter Gregg — that helped the carrier dominate global aviation.
“I met John quite a while ago and John is very articulate on a vision and what he thinks is possible. He is a terrifically skilled operator,” Murphy says.
And while he still regards Qantas as one of the most powerful incumbents in global aviation, he believes it is now more vulnerable. And like his boss, he cannot resist a dig at his rival.
“The dalliance with British Airways, what was all that about? Given the geographic spread, we think there are no synergies in that deal that aren’t already in the US. So we think there has been a bit of dicking around there, to be frank.”
Not that Murphy and Virgin haven’t made mistakes. The biggest was in 1994, when Branson overruled his advisory committee to launch Virgin Cola, taking on the world’s best-known brand at its own game. He lost.
“That was not a success because we couldn’t get the fundamental differentiation and core brand values into the product,” Murphy says.
“So let’s not move into industries where we can’t get the fundamental values that stand behind Virgin — like innovation, value for money, customer service — into the product. If we don’t see them in the product, the consumers aren’t going to see them in the product.”
Then he can proudly point to some great saves, such as when Virgin looked at getting into Indian aviation in 2003.
It looked like the opportunity of a lifetime, championed by Branson. Until Murphy and his team realised how many new carriers were about to enter the Indian market — about 10 times the forecast demand.
“We said to Richard, ‘This is going to be an absolute train smash’. And he said, ‘You are right.’ We went to Airbus and said ‘How many planes have you sold in India?’ and they said 300.
“We were very close to going with one carrier.
“But we stopped it.”
And then there have been the occasions when Mr No and his team have been overruled by Branson. And they were proved wrong.
Like the launch of Virgin Mobile USA in 2000.
“We said to Richard we were really not sure about the probability of success. And Richard called me and said ‘I think it is a unique opportunity — if we don’t do it now, we will never do it. Yes, I understand it is a risk. I know it is a very large single investment.’ “
The investment team had a standard success probability benchmark of 80 per cent. On this test, US mobiles failed dismally. But it didn’t matter.
“Richard said, ‘I appreciate it is probably not going to meet that criteria but if we don’t do it now, we never will.’ And it turned out that it did work,” Murphy says.
“When there are nine good reasons not to do something, Richard is always the person who focuses on the one reason to do it.”
Being based in Geneva, between Virgin’s core European and US businesses, Murphy works long hours, dealing with European affairs during the day and taking phone calls from the US in the evening. But it is never boring.
“And it is always going to be challenging because I am going to trot out the nine reasons. But he is going to go, ‘But . . . ‘ “.
While he still speaks to Branson every second day, he admits to not having taken up the entrepreneur’s penchant for sketching ideas on his hand (where the idea for Virgin originally started), napkins or beer coasters (where Godfrey famously sketched the idea for Virgin Blue).
“I have copied his habit of writing down things when I come out of meetings and not forgetting them. (But) I don’t think I am a great user of napkins,” he says with a chuckle.
Now Branson’s next big thing is space. He has been trying to launch Virgin Galactic for two decades, having registered the name in 1990, and is now planning to begin suborbital space flights late next year or in 2012.
It was from his space dream that Branson acquired his famous nickname.
“Most of our board members were not that enamoured with the idea of us going into space,” he said in a newspaper interview in 2004.
“There was one memo that got sent to me by mistake, which was an email between two board members . . . they’d given me a new nickname, which was Dr Yes (to everything).”
Virgin Galactic’s first spaceship, named VSS Enterprise, and its carrier aircraft, the White Knight Two, were in New Mexico late last month for a dedication of the runway at a commercial spaceport that will become Virgin Galactic’s home base.
The company has reportedly taken $US50 million in deposits for its first flights.
But don’t expect Murphy to be joining Branson on the first flight. Or any, for that matter.
Asked about his space ambitions, his answer is clear and simple. And appropriate.
“No,” he says with smile.
“I am Mr No.”