The business icon explains why he’s helping others find their own unique path to success.
For too long, Americans have been told there is only one pathway to meaningful contribution: a college degree. Sir Richard Branson, the business icon who founded the Virgin Group in 1970, believes that is false.
Branson’s own life proves it. He left the classroom at 15 years old and never looked back. Branson did not complete the British equivalent of finishing high school and never attended college — and he’s achieved incredible success anyway.
That’s why Branson is helping others transform how they see their own potential with the Who Are You?™ movement. WAY is a collaboration between the philanthropic community Stand Together, No More Dreams Studios Cofounder and Creative Director La Mar Taylor, and other technologists, artists, athletes, and brand and business leaders. It’s designed to empower young people — and society — to redefine career success through the lens of culture, creativity, and self-discovery.
Branson: Businesses win by opening doors to overlooked applicants
Who Are You? believes success and contribution aren’t just about degrees or traditional systems. They’re about lived experiences, real-world ability, and the courage to carve a unique path. Branson is a key partner to the movement, which was launched in May 2025.
“I left school at 15, not because I lacked ambition, but because traditional education just didn’t work for the way I think,” Branson said. “As someone with dyslexia, I struggled in the classroom but found my strengths outside it. Too often, we tell young people there’s only one way to succeed. WAY flips that thinking and gives people the freedom to follow their own path. That kind of encouragement is exactly what the world needs more of.”
WAY’s mission is to open doors for those who have been overlooked and excluded by traditional education systems.
In today’s workforce, 71 million Americans are held back from career growth simply because they don’t have a degree. Who Are You connects these individuals to personalized programs and mentorship developed by industry experts and delivered through partners, incubators, and organizations that share Branson’s belief that degrees don’t define success.
“The person with the top grades and most credentials isn’t always the best person for the role,” Branson said.
“Degrees don’t show drive, creativity, or heart. No matter the title or task, people thrive when they’re doing work that fits their passion and potential. When folks feel valued for who they are, they bring the kind of energy that sparks
innovation, builds strong teams, and leads to long-term success. You won’t get that just by scanning resumes.”
How Branson and Virgin think differently about hiring
Branson champions his hiring philosophy across the more than 40 businesses within Virgin Group. His hiring and talent development teams have taken innovative steps to think about people differently, including hiring based on character, passion, and unique skills.
The approach has produced significant dividends, driving the creative and innovative thinking for which Virgin is known.
“At Virgin, we hire for character first,” Branson said. “You can teach job skills, but you can’t teach kindness, curiosity, or the ability to lift up a team. I’ve seen people with varied backgrounds who didn’t tick every box on paper go on to thrive because they brought a fresh perspective and a real passion for what they do. It’s that mix of heart and thinking differently that keeps our teams strong and our businesses moving forward.”
Branson advises talent teams to look for several key traits when hiring, including initiative, resilience, kindness, a sense of purpose, and versatility.
“People who think differently often spot opportunities others miss and bring fresh ideas,” Branson said. “Employers should hire people with character. Even those who’ve taken a few wrong turns but are ready for a second chance. They should evaluate where their company could improve and seek out qualities in people that will help make those improvements. If you stick to old hiring habits, you’llmiss out on the kind of talent that can truly transform your business.”
How to join Branson and WAY
Branson is not the only innovator supporting the Who Are You? movement.
The initiative counts technologist and entrepreneur Iddris Sandu, Grammy Award-winning rapper and entrepreneur Killer Mike, and Atlanta Hawks Executive Vice President and Chief Marketing Officer Melissa Proctor among its original champions.
The movement also includes leading nonprofits that work with employers to rethink how, and who, they hire, and organizations that connect businesses to potential employees. SkillUp, Per Scholas, Merit America, HXOUSE, and the Los Angeles Academy for Artists and Music Production (LAAMP) collectively have decades of experience either developing talent or helping large and small companies alike find talent and transform their hiring practices.
Interested in joining these visionary leaders? The Who Are You? movement is growing an ecosystem of employers, athletes, artists, philanthropists, creators, and educators who are rewriting the future of learning and work.
Branson urged other business leaders to join.
“The world’s changed, and it’s time talent strategy caught up,” Branson said. “WAY gives people the confidence to forge their own path and gives businesses the chance to find brilliant people they might have otherwise overlooked. To support this movement is to shape a better future for the next generation.”
I’d also find a way to mention and link to the other ST partners under the WAY website’s Your. Way section. We have articles about SkillUp, Merit America, PerScholas, LAAMP on our website.
Learn more about the Who Are You? movement at WAY.org. If you run an organization, company, or community that shares the mission, WAY would love to connect.
The Stand Together community partners with changemakers who are tackling the root causes of America’s biggest problems.
Learn more about Stand Together’s efforts to transform the future of work and explore ways you can partner with us.