Sir Richard Branson has described dyslexia as a “superpower” as he unveiled a nationwide campaign to highlight the achievements of entrepreneurs who think differently.

The initiative, launched by Virgin StartUp alongside Made By Dyslexia and Virgin Unite, will run in more than 40 towns and cities across the UK. Organisers say it aims to inspire a new generation of business founders by showcasing brands and inventions shaped by “dyslexic thinking”.

Among those previously credited with using the skillset to their advantage is fragrance entrepreneur Jo Malone, who has spoken openly about how her dyslexia shaped her approach to creativity and business.

Branson, 75, who himself struggled with dyslexia at school, said the campaign is about reframing perceptions. “Far too often dyslexia is seen as a disadvantage or a barrier to success, but I’ve always told people to see it as a superpower – like I do,” he said.

“Virgin certainly wouldn’t be the brand it is today without dyslexic thinking skills. Thinking differently is something to be celebrated – it’s often those differences which spark ideas that change the world.”

The term “dyslexic thinking” refers to the way many dyslexic people process information: often divergent, creative and lateral. In 2022, LinkedIn formally added the phrase as a skill category on its platform following a campaign by Branson and global charity Made By Dyslexia.

The group’s analysis suggests that dyslexic entrepreneurs contribute at least £4.6bn to UK GDP every year and support more than 60,000 jobs.

Kate Griggs, founder of Made By Dyslexia, said shifting perceptions is critical. “LinkedIn adding dyslexic thinking as a skill back in 2022 was a huge step-change for how the world views dyslexia. We still have a long way to go, but campaigns like this – where dyslexic entrepreneurs share their stories – are empowering a movement for change, where dyslexics finally feel proud of how they think.”

Alongside the campaign, Virgin StartUp is rolling out Momentum, a new accelerator programme designed specifically to help dyslexic entrepreneurs scale their businesses.

Branson added: “I hope this campaign inspires any dyslexic out there with an idea, big or small, to explore it further. Lean into your curiosity and follow your wondering mind. That’s what I did, and – despite a number of hiccups – I never looked back.”