The Life and Times of Jamie Oliver. One: Be Yourself, But More So. Oliver's early appeal as a television chef was based on his apparent 'authenticity' but behind the scenes there was artifi ce at work. Two: Extend the Brand. With his personal brand well established, Oliver has launched a wide range of business ventures. Three: Build on What You're Good At. By sticking to what he knows best, Oliver has expanded his business empire without leaving his comfort zone. Four: Remember the Social Dimension. By tackling social and political issues, Oliver cemented his relationship with the public, and refreshed his brand while also doing genuine good. Five: Become the Face of a Supermarket. Despite a few bumps and bangs along the way, Oliver's relationship with Sainsbury's has been mutually beneficial. Six: Deal with Adversity. Oliver has dealt with career-threatening issues with a mix of hard work and creative imagination. Seven: Go International. Right from the beginning Oliver has had a global profile. Now he is an international businessman. Eight: Protect the Brand. Looking after the brand as business grows is tough for any owner. This is how Oliver has done it. Nine: Be Controversial. A willingness to embrace controversy has done Oliver no harm at all. Ten: Be Bold. Launching new ventures in the middle of a recession could be described as bravery or foolishness. Oliver is prepared to take the risks. How to Do Business the Jamie Oliver Way. Last Word: Towards a Sustainable Future. Notes. Index.