When someone described Virgin as an ‘unprofessional professional organisation', Richard Branson said it was just about the best backhanded compliment anyone in business could receive.
To be unprofessional is not to be disrespectful. It is not to be reckless or lazy. It is not to be unpunctual, badly presented or poorly spoken.
To be unprofessional is to be real. It is to create a vision that is not borrowed from the past. It is to develop products that genuinely wow your audience. It is to think of marketing strategies that the management consultants don't have diagrams or buzzwords for yet. It is to think original thoughts and speak of proactive ideas that haven't been documented in the academic playbooks.
It is to question authority, ...