British billionaire Richard Branson talked world peace at the annual dinner of the Economic Club of Grand Rapids.
Branson is founder of the Virgin Group, one of the world's most recognized brands.
He spoke before Economic Club members Tuesday night. The Grand Rapids Press reports he says his nonprofit Virgin Unite is set up like one of his businesses. It includes a group of world leaders called The Elders "to stop conflict from happening in the first place."
During his appearance, Branson also shared stories and video clips of his business work and adventures.
WZZM-TV says former keynote speakers included former Presidents George W. Bush and Bill Clinton, U2 lead singer Bono and British Prime Ministers Margaret Thatcher and Tony Blair.