Today on Literary Insider, we bring you a straight talk with C Bhaktavatsala Rao, also known as CB Rao. With over 16 books to his name, covering everything from personal mastery to strategic marketing and leadership, CB Rao brings decades of insight drawn from his experience across industries. In this chat, he shares how he began writing, what keeps him going, and why India needs its own way of thinking in business and leadership. His answers are full of thought and based on real-life work.
Q1. You’ve written over 16 books on topics like personal mastery, strategic marketing, and leadership. What inspired you to start writing in the first place?
CB Rao: I have always been passionate about writing and the sharing of knowledge. With my long years of experience, I knew that India lacked books on management and leadership that are oriented towards Indian perspectives and practices. I have, therefore, taken up book writing as a serious avocation after my retirement in 2015, with the objective of developing concepts and constructs unique to India, but without missing out on global relevance and competitiveness.
Q2. Your book “Personal Mastery” dives deep into self-awareness and self-discipline. What do you think is the most important step toward achieving personal mastery?
CB Rao: I believe that, for any individual, competence, communication, and collaboration are essential to achieve a developed state. However, to achieve a state of actualization, one must, in addition, be capable of introspection, reflection, and reinvention, from time to time.
Q3. In “Strategic Marketing,” you use case studies to illustrate your points. What is the most valuable lesson businesses can learn from these case studies?
CB Rao: The most valuable lesson is that while businesses may seem complex, the drivers of competitiveness are simple but are, unfortunately, often missed. For example, in the case of Tata Nano, a failure to appreciate the ecosystem in which a customer lives has resulted in the Tata Group missing a huge transformative opportunity, despite having a brilliantly engineered product.
Q4. Your latest book, “Viksit Bharat 2047,” talks about India’s future. What do you believe are the key factors that will help India become a developed nation by 2047?
CB Rao: As the sub-title of the book suggests, infrastructure, innovation, and inclusion will be the key drivers for accomplishing the Viksit Bharat Mission. The Central Government has taken up infrastructure building as a top priority, and this drive must continue. The Central and State governments recognise the importance of inclusive development, which must be further deepened and expanded. What is missing is a relentless emphasis and investment in innovation. Innovation would be critical to achieve the Viksit Bharat Mission.
Q5. How do you decide on the topics for your books? Is there a specific process or inspiration behind each one?
CB Rao: Each book is based on a particular thematic subject. In writing the books, I look for gaps in the current literature and seek to provide a holistic experience for the readers in each subject, filling the gaps with works that reflect Indianness. There is a strong internal inspiration within me to be original and creative as well as prolific.
Q6. With over 50 years of experience in strategic and operational leadership, what is the biggest change you’ve seen in the business world over the years?
CB Rao: The biggest change that I have seen is that companies and businesses are now empowered to expand and diversify as well as aspire for global growth. The Union and State governments speak the language of technology and global competitiveness. The biggest transformation, to my mind, has been in the public sector, exploring new horizons of growth under the leadership of Prime Minister Narendra Modi.
Q7. What was your most rewarding experience as the Managing Director/Executive Chairman of Hospira Healthcare India Pvt Limited?
CB Rao: As Hospira India’s MD and EC, I could demonstrate the ‘India Advantage’ to the parent corporation and shift the global corporation’s R&D and Manufacturing centre of gravity to India. From two sites which we acquired in 2010, I could transform the India canvas to nine sites with state-of-the-art facilities and top rung talent. Several million dollars of foreign direct investment flowed into the country. The employee count in India grew 10-fold from 450 to 4,500.
Q8. What advice would you give to young professionals who aspire to become leaders in their fields?
CB Rao: My advice would be to never forget the technical or functional basics. Young professionals must develop a deep understanding of the products and services and the manufacturing/ customer delivery processes. For this, the young professionals must, forever, remain curious, building competencies and enhancing collaboration throughout their career journey,
Q9. As the founder of LeaderCrest Academy, how do you see the role of leadership evolving in the next decade?
CB Rao: Leadership will be cross-functional, cross-cultural, and global. Leaders will turn entrepreneurial in their approach to explore new vistas. In this process, leaders will appreciate the role of technology and competitive strategy.
Q10. What are the top three qualities you believe every leader should possess?
CB Rao: Competence, Authenticity and Integrity.
Q11. You’ve had a diverse career journey. How do you stay motivated and continuously push yourself to grow?
CB Rao: I have always been open to exploring new horizons and developing new competencies. Otherwise, I would not have carried out the conglomerate planning for Hinduja Group; I would also not have transitioned from an established automobile company like Ashok Leyland to a pharmaceutical startup like Orchid Pharma. Wherever I was, I sought to explore new horizons of growth.
Q12. How do you balance your time between writing, teaching, consulting, and serving on boards of companies?
CB Rao: My principal attention is on teaching and writing. These domains are boundary-less and could be all-consuming too. I think and work most of the time in these directions. I am selective about business consultancy and board membership at this stage.
Q13. What role has mentorship played in your life and career, and how important do you think it is for personal growth?
CB Rao: I was a witness to some great leadership in the early years of my career. Later, I also had the opportunity to work with several accomplished Indian, Japanese, and Western technologists, managers, and leaders. No one mentored me, but I probably developed my own path of self-mentorship, observing other accomplished persons and developing insights.
Q14. What would you say is the most significant lesson you’ve learned from your own journey toward personal mastery?
CB Rao: Personal mastery is an alchemy of traits, skills, and attitudes. Competence, creativity, communication, collaboration, resilience, empathy, passion, openness, and integrity, for example, are some key factors that should generate the alchemy.
Q15. How do you deal with setbacks or challenges, both in your personal life and in your professional career?
CB Rao: I was from a small-town middle-class background. As a single child, I grew up observing the life of simplicity, rectitude, and discipline of my parents. I did my schooling in my native language. I had no sponsors. Every two forward steps taken were always followed by a step backwards, as I never understood the organizational dynamics or never cared for it. I persevered by turning out my best regardless of how the system, in which I worked, treated me – fairly or unfairly. That equanimity helped me in my life, personal or professional.
Q16. Looking ahead, are there any new books or projects you’re currently working on that you can share with us?
CB Rao: I am working on two books. One is on the human thinking processes, as my continuing contribution to the self-development of individuals. The second is on strategic collaborations as a guide to corporations seeking to achieve growth and competitiveness.
Q17. What are your thoughts on how technology is shaping the future of business and leadership?
CB Rao: I am an ardent believer in technology as the principal engine of growth. Technology, as manifested by creativity and innovation, and harnessed by management, will shape the future of business and leadership.
Q18. Where do you see India in terms of innovation and development over the next decade?
CB Rao: I need to be prescriptive in response. I see India’s public policy and business enterprise accelerating on the path of innovation and inclusivity for India’s socio-economic development.
Q19. How do you envision the future of education and training, especially for aspiring leaders and professionals?
CB Rao: Education and training must be deeper and broader as well as flexible and adaptive for leaders and professionals to stay ahead of the curve.
Q20. What message would you like to leave for readers who are looking to build their careers and achieve personal growth?
CB Rao: I would exhort each of my readers to be conscious of the broader purpose in life and keep progressing on the path of individual development. This way, the readers will certainly make a difference to their families, organizations, and society. In this journey, they should consider good books as their best friends.
That was a calm and clear talk with CB Rao. He reminds us that hard work, honesty, and always learning are the best tools to grow in life and at work. He also makes us think about how we can do better in our fields without losing our values. Keep reading Literary Insider for more such simple and strong thoughts from people who have walked the talk.