Self-made billionaire Richard Branson is shameless.
"Be willing to use yourself to get out there and put the company on the market. If you have to make a fool of yourself, make a fool of yourself, but make sure that you end up on the front pages, not the back pages," Branson said. "In time, it's possible that your company will stand out from the crowd and you'll be successful."
Branson knows what he's talking about. He's an enthusiastic participant in publicity stunts. Once he lifted his kilt for the cameras, revealing the slogan "Stiff Competition" on his underwear, at a media event for Virgin Atlantic. Then there was the time he dressed in drag as a flight attendant after losing a bet on a Formula 1 race.