Norwalk author breaks down GE's successes

William Rothschild worked for General Electric for nearly 30 years

By Chris Bosak

Hour Staff Writer

August 2, 2007

Norwalk-- Having worked for the company for 29 1/2 years and having written its first strategic marketing plan, Norwalk resident William Rothschild knows enough about General Electric to write a book about the corporate giant.

In fact, that's just what he did. Rothschild penned "The Secret to GE's Success, which was published by McGraw-Hill and hit the streets (and Internet) earlier this year. The book focuses on the history of Fairfield-based company's development and leadership, and lookst at GE's key elements of success.

"It's not a negative book and its not propaganda, either", Rothschild said Wednesday from his home office in Norwalk. "What/ can you learn from the company? What did it do right and what didn't it do right?

Rothschild worked for General Electric from 1955 to 1984, then started his own strategic management and consulting business.

Rothschild has written several other books on strategic planning, including "Putting It All Together- A Guide to Strategic Thinking" and "Risktaker, Caretaker, Surgeon, Undertaker---The Four Faces of Strategic Leadership."

"Putting It All Together" was a big hit, selling more than 150,000 copies in five languages. "It's still selling today," Rothschild said. He hopes "The Secret to GE'sd Success" fares well, too.

The average business book sells 3,000 copies. This sold 14,000 copies in the first month", he said, " I'd imagine about half, if not more than half, of the sales will come from overseas." The book will be translated into several languages, Rothschild said.

"It's a history book, but it's a different kind of history book because it says: Here's what you can use from this history" Rothschild said. "People overseas love history. Also, GE is still a remarkable company. It is 126 years old and still growing. I don't expect every GE employee to read it, but I'd imagine a lot would want to. It gives you a perspective, you don't get anywhere else."

The book is available at local book stores and at Amazon.com.

Rothschild writes in the book that much of GE's success comes from various aspects of the company that he condenses into the acronym: LATIN--- leadership, adaptability, talent, influence and networks.

He focuses heavily on leadership and the fact that GE has had relatively few CEOs for a company that has been around for so long. He thinks it's a good thing that the company does not replace outgoing CEO with "cookie cutter" versions of previous leaders.

"Two years ago I decided I needed to write this book to put the Welch era in perspective and tie it into what's happening today," said Rothschild, who used to report directly to former GE CEO Jack Welch. "GE still makes a commitment to people. Other companies sell off pieces and the people are like shells."

Rothschild said the "A" in LATIN is another major component of GE's success.

"GE has also been very adaptable," he said. "Nothing is sacred and everything is up for sale."

Rothschild left GE more than 20 years ago, but he never retired--- and probably never will. In fact, the wheels are turning for another business management strategy book.

"Writing is therapeutic," he said. "I enjoy it. I like working for GE, but I've had more fun since I stopped working there. If I hadn't worked there, I wouldn't have done what I've done."

Rothschild, now 73, has also embraced, rather than shied away from, technology. He developed his own website: www.strategyleader.com and also runs a website devoted to Fordham University's Class of 1955 (www.fordham55.com). He particularly likes e-mail as it allows people from all over the world to "challenge what I've written. That makes it fun."