Herd Cats, Not Sheep

I’ve long admired Richard Branson for his vision, philanthropy and human-centred approach to business.

He’s never been afraid of working outside the confines of traditional business and is regarded as one of the leading voices in authentic leadership — a topic I’m passionate about. So naturally, when I was given the opportunity to spend time with the charismatic leader of the Virgin Group at his home on Necker Island, I jumped at the chance.

And what I discovered is someone quite surprising. He is considered, authentic, polite and, dare I say, quiet. Virtually everything about him — from how he dresses to how he conducts himself — Branson’s vibe is totally at odds with what you would expect of a global phenomenon, even if, like me, you’ve read all his books.

Ahead of our meeting, there was a particular piece of hard-earned wisdom I wanted to ask about, which appeared in his 2014 book The Virgin Way:

?“I’d rather herd cats, not sheep.”

Despite my distinct lack of actual sheep-herding experience, I’ve reflected on this advice extensively and appreciate its powerful simplicity.

Because, when herding sheep — that is, “yes” people and followers — a leader cannot simply lead from the front. In fact, if your flock is mostly sheep, you must constantly push from behind, relentlessly driving the business forward with the aid of many sheepdogs (think middle management and HR). And whenever this steady guiding hand is not present, sheep will stop and graze, wander away from their destination or turn around and head back from where they’ve come.

None of which seems particularly satisfying for the sheep or the leader.?

According to Branson’s insights, the solution is to find cats to herd instead. In other words, don’t surround yourself with “yes” people or conformist followers; instead, surround yourself with independent, strong-willed individuals. Those with passion, commitment, and motivation who adhere to the purpose of the business.?

Which is all well and good. But how can a modern leader identify cats? How can they create an environment where cats want to work? One where cats will thrive, taking the business with it?

In 2021, Branson was asked in an ‘Ask Richard’ LinkedIn letter about what he thought was more crucial for building a successful business — IQ or EQ. His answer was crystal clear: Emotional Intelligence (EQ) is far more important. He emphasised that being a good listener, finding empathy, understanding emotions, communicating effectively, treating people well, and bringing out the best in others are critical to his success and have helped him grow a workforce of passionate, innovative employees, AKA, cats.

And as helpful as high EQ is during the good times, he shared with me that emotional intelligence becomes even more crucial in the challenging ones.?

Empathy and effective communication help maintain morale and foster a sense of unity, while the ability to stay calm and think clearly under pressure enables better decision-making.?

When combined, this focus on emotional intelligence and the preference for "herding cats" over "leading sheep" has significant implications for leadership, fulfilment, and authority. In terms of leadership, it means fostering a culture where employees feel trusted and empowered to take initiative, which drives innovation and builds a resilient and dynamic organisation.

When it comes to fulfilment, leading a team of independent, passionate individuals can be incredibly rewarding. Seeing employees grow, succeed, and bring their best selves to work provides a deep sense of accomplishment and purpose. Moreover, this leadership style enhances one's authority — not through control or coercion, but through respect and genuine influence.?

Branson’s insights underscore that being an authentic leader, especially in unstable times, is about more than strategic thinking or technical skills. It’s about connecting with people on a human level, inspiring them to be their best, and guiding them with empathy and understanding. This was the side of Branson I got to see on Necker Island, herding me and other like-minded ‘cats’ around the island.?

As I continue to refine my own leadership style, Branson’s wisdom remains at the forefront. Embracing the challenge of herding cats rather than leading sheep is not just about building a better business — it's about fostering a more fulfilling and impactful way to lead.

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