Learn from the experts what it takes to succeed "It requires discipline and innovation. It also needs attitude, a good sense of humour and, dare I say it, luck." Richard Branson, Virgin "We had an expansive view of what we wanted to do," Bill Gates, Microsoft "Be innovative be creative-always go the extra mile." Karan Bilimoria, Cobra Beer "For us, it’s about negotiating better deals, asking for a better price all time and keeping on top of all costs at all times." Kartar Lalvani, Vitabiotics "To be successful you need to know how to handle the difficult stuff." Sir Martin Sorrell, WPP Is there a secret to success? • How do entrepreneurs deal with setbacks and adversity? • Do successful entrepreneurs do things differently from their competitors? • What is the most important thing you can do to succeed in business? In their own words, entrepreneurs reveal what it takes to get to the top. Whether it’s big hitters such as Microsoft, Virgin, and Google or a successful stuntman, private art dealer or seller of forensic products, their stories expose the common elements to success: work hard, surround yourself with people better than you, have a good product and brand, be adaptable, and hope for a bit of luck.