42 Degrees - Business from a different angle

Sir Alan Sugar talks in his interview about his business heroes. You might suppose that successful people such as Sugar are self-sufficient types obsessed with making things happen. But, when you examine outstanding business figures in greater depth, it turns out that they invariably draw on other people for inspiration and, according to psychologists, indulge in a surprising amount of imagining and daydreaming.

In short, it seems that the more successful the businessperson, the greater the likelihood that they have a hero or mentor. This suggests that if you want to succeed, take a lead from the business legends below who drew inspiration from others, and adopt a role model or a wise adviser as soon is humanly possible.

Bill Gates / Warren Buffet

Even the richest man on earth has to look to someone for inspiration. As it happens Bill Gates chose the world's second richest man, Warren Buffett, billionaire founder of US investment company Berkshire Hathaway. His unique investment strategy is to look always at the underlying fundamentals of a business and play the long game. It's a lesson Gates has learned to stunning effect.

Warren Buffet / Howard Buffet

Warren Buffet cites not another investor but his dad, Howard, as his hero and key influence. "My dad was a totally independent thinker. I suppose that fact has influenced my own thinking some when it comes to buying stocks," says Buffet junior. Father's best ever advice? "You're neither right nor wrong because others agree with you. You're right because your facts and reasoning are right."

Sir Richard Branson / Sir Freddie Laker

By their heroes ye shall know them. It is clear that, despite his many business interests, Sir Richard Branson sees himself as primarily an airline man. How do we know? His big entrepreneurial hero is Sir Freddie Laker, who was the first to try and break the cartel of the big airlines when he introduced cut-price flights across the Atlantic in the 1980s. On their first meeting, Laker gave Branson the following advice: "You'll never have the advertising power to outspend British Airways. You are going to have to get out there and use yourself. Make a fool of yourself. Otherwise you won't survive." He did and he did.

Anita Roddick / Secondary school teacher

Body Shop Founder Anita Roddick claims that her childhood hero was James Dean. Perhaps if she had chosen a more suitable role model she would not have failed her 11 plus. Her first year at secondary school was a disaster. But subsequently she was inspired by her teachers to undergo a dramatic transformation. "The more enthusiastic I became, the more my teachers responded, and as my interest soared, so did my ability." That's what heroes and mentors are for.

Tim Waterstone / Sam Walton

Waterstone was the man who transformed British book retailing in the 1980s with the chain of comfortable, open and very large bookshops bearing his name. His inspiration was Sam Walton, creator of the Wal-Mart empire. He is not ashamed to admit to 'borrowing' Walton's ideas whenever he sees a good one – including the old 'six card trick'. "Every morning I try to write six postcards to members of staff thanking them for joining me, for enjoying it, for trying," says Waterstone.

James Dyson / Isambard Kingdom Brunel

James Dyson is a designer, but also an inventor, an engineer and an industrialist. No wonder the brains behind the Dyson vacuum cleaner chooses Isambard Kingdom Brunel as his inspiration. The 19th-century engineer, designer and inventor worked across a wide range of projects, including the Clifton Suspension Bridge, the Great Western Railway and the world's first iron-hulled, screw propeller-driven passenger liner, the SS Great Britain.

Jack Welch / Jack Austin

Jack Welch, the legendary chairman of US firm General Electric, is widely regarded as one of the greatest corporate leaders of the 20th century. He says the best advice he ever received was from Jack Austin, former chairman of Coca-Cola. "I was a nervous and stiff new director at GE and Jack said to me: 'Don't forget who you are and how you got here'." Moral: don't abandon what made you successful in the first place when you hit the big time.

Howard Schultz / Warren Bennis

Howard Schultz, the chairman of Starbucks, cites Warren Bennis, academic and author of the self-help classic On Becoming a Leader, as his major influence. "Over the years, Warren has been a valued adviser and mentor. It's hard to pinpoint just one piece of advice that he gave me, because his guidance was valuable on so many levels," says Schultz effusively. But when pressed he volunteers the following piece of wisdom from Bennis: "Recognise the skills and traits you don't possess, and hire people who have them."