Reading Room: "I can't really say who my favourite author is!": Vinod Kumar

Vinod Kumar, head, marketing, CEAT likes to read Sherlock Holmes. He feels that there is no better literature to show the power of insight and analysis to a marketing professional.

Currently, I am reading Jugaad Innovation by the trio, Navi Radjou, Jaideep Prabhu and Simone Ahuja. What I like most about the book is that it shows, through various examples, that most complex problems in business can be solved by simple innovations and by listening to your instincts.

It is about how to improvise and innovate, when resources are scarce. It also says that in a rapidly changing market scenario, 'Jugaad' experts have a better chance of profitably serving consumers than companies with conventional R&D structure and spends.

The book gives various examples of 'Jugaad' entrepreneurs from India, Africa, China, Philippines and more. It also gives simple ways to incorporate the principles (yes, principles) of 'Jugaad' in your business, which can be applied immediately.

Generally, I like reading business/management books, mystery thrillers and books by Indian authors that bring out various facets of Indian life.

Meanwhile, I have some all-time favourites, which include Execution by Ram Charan and Larry Bossidy. It tells about the importance of getting things done. Success in business depends on how well you execute your strategy. Merely making a great strategy won't get you beyond the drawing board. It's a must read for all managers.

Another favourite pick is Sherlock Holmes by Arthur Conan Doyle. As a marketing professional, I feel that there is no better literature to show you the power of insight and analysis, by making mere observations.

And, the last one – Maximum City by Suketu Mehta. Having lived in Mumbai for many years now, this book opened up many nooks and corners of Mumbai which I never realised had existed. Certainly made me feel great about living in Mumbai!

I am ready to lay my hands on Breakthrough Nations by Ruchir Sharma, as soon as I complete Jugaad Innovations. It's about how the future economic and political landscape of the world will shape up. It will be interesting to read how an expert feels about the way the world is going to change, which countries will lead the next level of growth, and so on.

Though I can't really say who my favourite author is, I would like to mention two authors I admire – Ram Charan and Arthur Hailey. Ram Charan for his lucidity and ability to relate concepts to real life. As for Arthur Hailey, I consider him more of a business writer because his books are so well researched that one feels he is reading a book by an industry expert.