About the Author - Jack Welch began his career with the General Electric Company in 1960, and in 1981 became the company's eighth chairman and CEO. Mr. Welch is currently the head of Jack Welch, LLC, where he serves as an advisor to a small group of Fortune 500 CEOs and speaks to businesspeople and students around the world. He is the author of the No 1 New York Times bestseller Jack: Straight from the Gut.

"I have been asked literally thousands of questions. But most of them come down to this:

What does it take to win?"

People's quest to be a winner is what motivated Mr GE to pen his second tome. And that too with his younger journalist wife Suzy Welch, a marriage that caused waves in the US when it happened. And it does go into directions where he has not gone before. Winning offers a road map not only for senior level managers and CEOs but also for business owners, middle managers, people running factories, line workers, college graduates looking at their first jobs, MBAs considering new careers and entrepreneurs. In a very lucid manner, the author has drawn out his recipe for people, who maybe either losers or starting out, to become winners.

And what better endorsement can he get but from Microsoft Chairman Bill Gates: "A candid comprehensive look at how succeed in business - for everyone from college graduates to CEOs."

The book is divided into four parts. The first, Underneath it all, is conceptual. This part talks about the mission and values and the ways to achieve success in the business. The mission should be to win in business and for that there should be a set of guidelines and values to be followed. Welch also talks about the lack of candor which is the biggest dirty little secret in business as it blocks smart ideas, fast actions and acts as a killer of success. He admits that candor is something nobody likes because it may upset the status quo, and goes on to add that all his bosses cautioned him about his candor. "But it was my candor, that helped make GE the success it is," he says. "Candor can be the biggest change for the better."

Welch points out that in most companies the 20:70:10 principle is at play, and companies have to take hard decisions: the lower redudant underperforming 10 per cent have to go, while the top 20 per cent have to be consistently rewarded. The most difficult is keeping the middle 70 per cent motivated all the time.It's essential that the message goes out to all that those who can diifferentiate themselves and emerge as standouts, will get rewarded. Differentiation helps clarify business and run it better in every way, he emphasises.

The second section titled Your Company, is about the innards of the organization. It's about mechanics- people, processes and culture. In this, Welch speaks about leadership skills and rules to be a good leader. He introduces the reader with the skill of hiring the right personnel. Welch also talks about the toughest part; letting go. Often in an organization non-performers are fired - this may be the worst day of his or her career. Good managers often find this part the hardest, feeling the guilt, and anxiety before, during and after. He puts forth a two step process to getting firing right. First, No surprises and the second, minimize humiliation.

Your Competition - the third section - deals with the world outside the organization. It says wholesomely about how you create strategies, budgeting, organic growth, merger of two companies, pitfalls of the deal, six sigma (one of the great management innovations of the past quarter century and an extremely powerful way to boost a company's competitiveness.)

In the last two sections, Jack talks of lighter stuff. Your Career, is about managing the arc and the quality of your professional life. Starting with a chapter on finding the right job, it is followed by what it takes to get promoted. It also includes a chapter on how is it to work for a bad boss. The last in this section addresses the human desire of wanting it all at the same time. In the end, Welch tries to tie the loose ends in his section Tying up the Loose Ends which answers nine questions which he came across while writing the book.

The author puts forth real life examples for better understanding, and this leaves an impact on the reader. Throughout the book he shares with readers his experiences at GE - where he was rated among the top managers globally - and what it took to make GE a top global corporation. Undoubtedly, the book as Gates says, is a valuable addition to any manager's shelf.

Aparnaa Pande programming head, television division, Zoom tells us that she has learnt a lot from the people around her and she will forever be grateful to her seniors for teaching her so much.

Growing with the industry
I was born and brought up in California but I did my Masters in Business Administration from Pune, Maharashtra. Later, I kickstarted my career with Sony Television and grew with the company. Sony is my home; I've learnt so much from the people out there and I will forever be greatful to my seniors for teaching me so much. New and different things always titillated me, so when I was approached for Zoom in its initial stage I accepted it as it was something different from the mainline media. Basically, Zoom programs portray what is happening in society today and not the daily soap operas.

Fitness funda... or the lack of it
I hardly do anything to keep myself fit. Whenever possible I try to go to the Zaf gym which is at the Versova Link Road to do cardio exercises. I don't do any kind of dieting but yes I make it a point to drink a lot of water every day. Even though I love eating, I avoid having too much. I prefer a Continental cuisine to anything else.

Books have been my all time pals
I grew up with Enid Blyton. But my all time favorite book has been Little Prince by Antoine de Saint Exup?ry who was a French author and journalist. This book still has a special place in my book shelf and has stayed with me since years. There are times even today when I pick it up and go through it. Little Prince is a children's book which teaches one that something that looks easy may be tough and vice versa. There is a lot to be learnt in life and the book makes one figure out this truth.

Reading rejuvenates me. With time my collection of books has also grown. I read anything from The Da Vinci Code to autobiographies.

For me holidaying ends in California
With work I hardly get time to unwind and holidays are a rare dream nowadays. Though I have been almost all round the world, I find The United States the best place to be in. And that is not only because I have my family there in California but the place offers a variety of friendly people and scenic beauty all twelve months of the year. Europe is one place I love for its rich historic culture.

Partying happens quite often
I am quite a party person and love freaking out at these Mumbai night clubs with friends. This happens at least twice a week. I love letting my hair down and dancing away to glory.

I prefer a blend of both English and Hindi music
I love music but there is nothing very specific I love listening or I hate listening to but, yes, a blend of both Hindi and English music is what delights me. My choice of songs totally depends on my mood.

My favorite movies keep changing with time
I like both Bollywood as well as Hollywood flicks. In the recent past I loved Black and Brokeback Mountain to a great extent.

I don't believe in going to the temple
I believe in the saying that God lies within a person and therefore I don't really go to the temple as such to pray. I prefer spending time with nature and myself which revitalizes me. I don't do any kind of yoga.

I am a true shopper at heart
Spending time shopping is real fun at times. I prefer to mix and match things from different malls rather than just picking up things from one place at one go. I normally pick up branded stuff.

A quiet evening on the beach side
Though I don't really get to spend time with family, but my idea of a perfect evening would be a calm outing at the beach side with my loved ones.

About the Author - Ram Charan has a D.B.A. and an M.B.A. from Harvard Business School and has taught at Harvard and Northwestern. Being one of the foremost consultants to corporate leaders in the world today, he is a highly sought adviser to CEOs and senior executives in companies. Dr. Charan has written numerous articles for Harvard Business Review and is the author of Boards That Work and the coauthor of Every Business Is a Grwoth Business and E-board Strategies.

About the Book -

If you're feeling trapped in an executive suite and wanna really get down to buiding blocks of money along with developing the right business acumen; this book is for you. How different is it to run a big company than to sell fruit from a cart or run a small shop in a village? In essence, according to Ram Charan money making in business has three basic parts - cash generation, return on assets (combination of margin and velocity) and growth.The author, who makes a daily living advising many of the world's best CEOs, opines that there are a few fundamentals which are common to every business.

What the CEO Wants You To Know very lucidly draws a few differentiating lines between a street vendor and a CEO of a million dollar company. Getting down to the basics, Dr. Charan cites the examples of some of the best managers like Michael Dell, the CEO of Dell Computers, Dick Brown, CEO of EDS and Norbuyuki Idei, CEO of Sony among others with a street smart purveyor. He makes one convincingly believe that every business needs the same strategy of setting sales forecast and ultimate aim being to earn profits irrespective of the size of the business. Every one has to decide on how to utilize his or her resources, cash generation, margin, velocity, return on assets, growth and customers, then what's the difference.

The moot point that comes across that most of the successfull CEOs have the acumen to cut through the complexity and offer simple solutions. Also, they have the ability to scan the business environment and identify the significant trends and patterns. So, if you're a marketing manager, your aim should ideally be to develop business acumen. If you're handling four products in a consumer goods company like laundry soaps, dish detergents, toothpaste and household cleansers - you should probaly ask yourself a few of these quesitons - which one of these products lines make money? and which makes the least Which one consume cash and which ones don't?

The moment you find answers for these, let the excitement begin ! And the cash will come rolling in.....

Living upto the Chopra surname is no mean task. After taking on the mantle from his illustrious & legendary father B R Chopra, Ravi Chopra has defintely emerged onto his own and carved out a niche for himself as a successful filmmaker and a television producer.

When we get Ravi Chopra talking about his father, there's obviously affection and awe in his voice- Very nonchalantly, he says, "though I have come onto my own, dad has always been and will always be a great influence in my life. And this is not just professionally but even in shaping up my values and determining the kind of person. Apart from being a very doting and loving father, he has been a guiding force all my life. As creative professionals we not just share ideas but sometimes even run down ideas."

Chopra who is currently putting his final touches for his next television property called Viraasat, recalls his early life and how dad really helped him shape up all the way.

I have beautiful memories of living in a joint family
I have some very beautiful memories of staying in a joint family. As a three old, I remember, we lived in a close-knit and a traditional household. I can still vividly recall our old house. It was a very small & beautiful two BHK house in Juhu, called Sangeeta apartments. Even Yash Uncle used to stay with us. After coming here from Pakistan, Dad had shifted here during the 1950s.

We used to pay a rent of Rs 230 there. A small and cozy nest which we loved so much that even when our new house was built in 1970s, we didn't want to shift there. Those were the struggling days for my father and the only time we used to find time together was during our holidays. He used to take us for family holidays during our holidays.

Education and family values are very important
During his struggling days, Dad used to be very busy. I used to try and help him at the shoots. I assisted him on Humraaz while I was still in college and later on Aadmi Aur Insaan. In fact, I was all ready to leave college and do films with him. But, somehow, he always wanted me to study further. The value of good education has always stayed with me. Later, when I fianly joined him as an assistant,it was a great high. I learned almost everything about film making from Dad. Films for the family audience, social issues have also been themes close to out heart.

Dad doesn't keep too well nowadays
Dad formed BR films in 1955 to do meaningful cinema. So, no matter what others in the market keep doing, he was committed to social themes and family values.

Till date, I have tried to carry his vision and passion forward. Nowadays, since Dad doesn't keep too well, he doesn't really come on the sets. But I always seek his advice. Whenever I have an idea, I tell him and vice versa.

On the making of the epic Mahabharat

On a creative level we share camaraderie. I worked very closely with Dad on the making of Mahabharata. I think, it became more interesting and popular because it was more contemporary as well as relevant to people's mindset. Mahabharata was addressed to the man of today trapped in the throes of a war-like situation in the society. Now, I desire to make a remake of Mahabharata as a movie and release it internationally.

Baghban was influenced by my parents
My mother and father share a very strong and loving relationship. As a husband and wife they share a special bond. The character of Amitabhji and Hemaji was actually etched from my life. Till date my parents enjoy their ritual of having a cup of tea together. I would say Baghban was really a gift to my parents.

Creative differences with Dad
I wouldn't call them differences but sometime we do have different ideas and as creative people we take a call on what goes best with the story. For Baghban, Dad wanted a different ending. He wanted the story to end in the court but someone that's not what I had visualised. So, finally I went ahead with my idea.

Life is all about balancing out things. Chalking out his life mantra, Abraham Thomas, COO , Red FM says, "I very well know when to switch on and when to switch off. What keeps me going is the ability to manage my stressful work along with quality time with family and that's what keeps me going."

The Red FM office situated in S Mumbai, looks like a real happening place, with some 20 something kids walking in and out of his cabin. Looks like, Red FM is a rather informal place to be in. As Abraham adds, "All youngsters in the company are like a family and therefore there is no formality as such between us."

He further adds, "I joined Red FM as I wanted to utilize all my leadership skills into something more creative and challenging. I was working as Product Manager with Indian Express for eight years and later was with Sony Television as a director sales for three years. Seeing a sudden boom in the radio industry, I took this plunge from being a VP- sales in MTV to now being the COO in RED FM."

A born Mumbaiya, Abraham basically hails from Kerala and loves travelling. He says, "I plan my holidays along with wife Mini, my son Amit (13) and daughter Sanjana (8). I feel this is the only time when my children are actually mine. After a few years they will have their own life and won't like it, if I interfere in their lives. And so I make it a point to spend some quality time with them. So, Friday nights, when I am on my way back, I pull off my switch and don't think about work till Monday morning."

As we get him talking more about his life, Abraham garnishes us with his lovely recipes for a happy living.

"I have fond memories of Venice"
I plan my holidays at least three times a year. Overseas holiday vacations have always been fun. Some of my favourite destinations are Barcelona, Venice, Florida, Spain, and Europe amongst others. I don't really like new and modern cities, but I prefer places like Venice and Barcelona which are historically significant as well as culturally rich.
I have fond memories of Venice. I very clearly remember a small restaurant where we had lunch once. The restaurant had six tables in it which were all full. The hotel was run by a family of four, where the head of the family sat outside with a glass of beer, the son and daughter- in- law took care of the orders and passed it on to the lady in the open kitchen, supposedly their mother. The food was exceptionally tasty and on peeping into the kitchen unbelievingly, I saw the lady cooking alone. Sometimes, I still wonder how she managed all the cooking on her own. Another exciting experience was the Gondola ride. (A gondola is a traditional Venetian rowing boat propelled by an oarsman (the gondolier) who stands facing the bow and pushes, rather than pulls, a single oar.) It was an awesome experience.

"Goa never leaves me unsatisfied"
India is a great tourist destination. There's always so much to explore here. Goa is one place where I can go anytime of the year and I am never tired of it. It always has something new and exciting to offer. It just keeps getting better every time you are there. And the local food out there is just unbeatable. Last year, I had gone to Sikkim with my family which is a splendid beauty. Also, I will always cherish my trip to the majestic Himalayas. I still vividly recall it when we reached a particular height, we could see snow and I felt as if we've reached the top. But as the clouds cleared, I could see no end of the Himalayas and that's when I realised its majesty.

"I can't cook basic food"
I can eat anything and everything, be it grilled, baked, steamed or fried. Though, sea food remains my all time favourite, I even loved trying out oysters in Japan and snails in Malaysia. I am really adventurous when it comes to tying out new cuisine. I try my hand at cooking but that is of course very occasionally. Sometimes, I do try out some exotic dishes over weekends or on special occasions.

"My I Pod is my all time companion"
I have a total of 4,370 songs in my I pod which has been my friend for the past four years now. I love listening to any kind of music be it classical rock, latest and even hip hop. Now a days, I've been trying to keep pace with my children and listen to the latest music.

"I loved Maximum City by Suketu Mehta"
I love reading. Tough, its difficult to find time but I do find some time to catch up on my favourite authors. One book that I can very well. I loved reading Maximum City by Suketu Mehta. This book gives some chilling undercurrents of Mumbai. I liked Richard Branson's Losing Your Virginity and have also read most of John Grisham and Sydney Sheldon.

About the Author - Anand Bhaskar Halve has over 25 years of experience in advertising and is a founder member of chlorophyll brand and communications consultancy, Mumbai. An alumnus of the Indian Institute of Management, Ahmedabad (IIMA), he also conducts advertising workshops there, and has been a visiting faculty a the Mudra Institute of Commnciations, Ahmedabad (MICA)

About the BookWith more than 50 million mobile phones beeping around the country, mushrooming brands at the supermarkets, and sprawling shopping malls all over, the challenge clearly for advertisers is to create powerful advertising that helps brands stand out in the crowd.

The book is step-by-step guide to producing a sound foundation for advertising : one that will serve as the springboard to inspire powerful creative expressions. Rich in cases from the living Indian context, Planning for Power advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace.

Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters - an approach that brings alive the concepts within, and helps readers discover the theory in practice.

Participatory and pragmatic in its approach, the key issues discussed are competition and the changing nature of the markets. Understanding differentiator and motivators - discovering what changes the consumer's mind. How to look, bend positioning and identify what can make your brand unique.

With a robust advertising brief, for students of advertising and marketing, planning for power advertising is a stimulation exercise from which they will learn how to apply the principles that will help them in their future careers.