Love him or loathe him, Jamie Oliver is one of the
best-known and richest celebrity chefs in the world. But there
is more to the man than his linguine. He towers over a business
empire that comprises restaurants, shops, cookware, food,
magazines, books, DVDs and television production. So how does he
maintain his brand name and values across such diverse interests?

The Unauthorized Guide to Doing Business the Jamie Oliver
Way draws out the universal lessons from Jamie Oliver's
remarkable success and identifies 10 secret strategies for
business growth and branding that can be applied to any business or
career:

* Be yourself, but more so

* Extend the brand

* Build on what you're good at

* Remember the social dimension

* Become the face of a supermarket

* Deal with adversity

* Go international

* Protect the brand

* Be controversial

* Be bold

Want to be the best? The secrets of phenomenal success are in
your hands.

Check out the other Unauthorized Guides in this series:
Richard Branson; Duncan Bannatyne; Alan Sugar;
Bill Gates; and Philip Green.

Trevor Clawson is a freelance journalist specialising in fast growth businesses, management issues, corporate governance, HR, new media, marketing and technology.
He has contributed to a wide range of publications, including the Guardian, The Sunday Times, Independent and the Mail on Sunday. However, most of his work is for business magazines: he's a regular contributor to Director,?Growing Business, Revolution and Professional Pensions.

The Unauthorized Guide to Doing Business the Jamie Oliver Way draws out the universal lessons from Jamie Oliver's remarkable success and identifies 10 secret strategies for business growth and branding that can be applied to any business or career:

1. Be yourself, but more so
2. Extend the brand
3. Build on what you're good at
4. Remember the social dimension
5. Become the face of a supermarket
6. Deal with adversity
7. Go international
8. Protect the brand
9. Be controversial
10. Be bold

Want to be the best? The secrets of phenomenal success are in your hands.

Check out the other Unauthorized Guides in this series: Richard Branson; Duncan Bannatyne; Alan Sugar; Bill Gates; and Philip Green.

The Life and Times of Jamie Oliver.

One: Be Yourself, But More So.

Oliver's early appeal as a television chef was based on his apparent 'authenticity' but behind the scenes there was artifi ce at work.

Two: Extend the Brand.

With his personal brand well established, Oliver has launched a wide range of business ventures.

Three: Build on What You're Good At.

By sticking to what he knows best, Oliver has expanded his business empire without leaving his comfort zone.

Four: Remember the Social Dimension.

By tackling social and political issues, Oliver cemented his relationship with the public, and refreshed his brand while also doing genuine good.

Five: Become the Face of a Supermarket.

Despite a few bumps and bangs along the way, Oliver's relationship with Sainsbury's has been mutually beneficial.

Six: Deal with Adversity.

Oliver has dealt with career-threatening issues with a mix of hard work and creative imagination.

Seven: Go International.

Right from the beginning Oliver has had a global profile. Now he is an international businessman.

Eight: Protect the Brand.

Looking after the brand as business grows is tough for any owner. This is how Oliver has done it.

Nine: Be Controversial.

A willingness to embrace controversy has done Oliver no harm at all.

Ten: Be Bold.

Launching new ventures in the middle of a recession could be described as bravery or foolishness. Oliver is prepared to take the risks.

How to Do Business the Jamie Oliver Way.

Last Word: Towards a Sustainable Future.

Notes.

Index.