In his new book  ‘Screw Business as Usual’, Richard Branson, founder of Virgin, proposes an evolution of his vision, from “have fun, the money will come” to “make good, (with fun), and the money will come”. Making real examples and launching the idea of a new generation capitalism, Branson presents his Manifesto in details: “As dwellers of this planet, we intend to offer people products and services that help them embrace a more sustainable lifestyle. Untill now this vision reminded at sacrifices and compromises, having to give up to choice and freedom we currently have. Virgin’s vision lays opposed: we believe that living in a sustainable way does not mean frugality and sacrifice. And that being responsible is not forcedly boring and difficult”.