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31/07/2025

For those who dare to live life by design, not default.

31/07/2025

Sometimes you have to fake it just long enough to make it...
When we were building Student magazine, we didn’t have money, fame, or contacts. But we had one thing in abundance: a willingness to take risks.

We needed people to take us seriously, and we needed some attention. So I thought, 'if the real movers and shakers aren’t calling us yet, let’s act like they are.'

Whenever journalists visited our little office (more like a glorified broom cupboard), the phone would ring repeatedly.

“It’s Ted Heath for you, Richard!”
“David Bailey says it’s urgent!”
“Mick Jagger’s on line two!”

I’d pause, look apologetic, and say: "Tell them I’ll call back - I’m just in a meeting.”

Of course, none of them were really on the line. It was usually my friend Tony, sitting on the floor, playing switchboard with a cheeky grin.

The journalists would start scribbling furiously in their notepads. 'Clearly very well connected,' I imagined them thinking. 'This Branson chap must be going places.'

And that was the point.

When you're starting out, people often don’t see your potential and credibility. They only see what is. So sometimes, you need to help them imagine it!

I wasn’t fibbing to be malicious. I was bluffing to buy us a seat at the table. And sometimes, the bluff worked. Big names started picking up the phone. Mick Jagger did eventually call (he even signed the Rolling Stones to us). So did Bailey. We had faked it, but thankfully by the time anyone caught on, we had already made it.

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