Gordon Ramsey, Donald Trump, Richard Branson & Kate Moss do the tango

"It takes two to tango"

Today Gordon Ramsey reported his £3 million group profits fell last year by, err, £3 million. Meanwhile, Donald Trump is trying to buy back Trump Entertainment, which went bankrupt this year, for the 3rd time.

Reality TV makes an easy star of all Wealth Dynamics profiles. But some (Like Richard Branson) have given it a go and then returned to their wealth creating profile. Branson, like Ramsey, is a creator profile. They are in flow when creating and attracting others to their creations. Being a star means building your own brand - but you can't do both effectively at the same time. Pete Harden says of Ramsay today "He needs to focus more on his restaurants and his cooking, and less on his overseas ventures and television performances.”

When Branson shows up in the press, it's all about Virgin. When Ramsay shows up, it's not about his restaurants - it's all about him. So all that star light is deflected from where it could count most. I reported on the same on Trump (Deal Maker profile) six months ago (before his company went bust), where the winning formula of being a star was the losing formula for a deal maker. Creators need Stars. Stars need dealmakers. Only when we connect with the right dance partners, do we shine on the dance floor.

So while Ramsey (and Trump) continue to dance solo to the media at the expense of their businesses, Branson was in the news dancing with Kate Moss - as a Creator he had picked up a Star to promote Virgin Atlantic (while Virgin books bought the rights to Moss' autobiography for £1m). Branson makes more, Kate makes more, and the music plays on...