Jeremy Masding and Emil Ivanov provide a practitioners' guide to leading a business that significantly reduces the number of times one has to wing it (also known as achieving a goal with minimal preparation or knowledge, making it up, or figuring it out on the fly). This book shows aspiring CEOs and general managers how to maximise the sustainable value of their business by realising the full potential of good people, good thinking and good doing. Building on many years of creating value, Masding and Ivanov offer a system for running any company in a way that captures both 'hearts' and 'minds'. Using a logical construct based on both rational and emotional foundations, the authors offer ways of working for senior leaders that are easy to understand and very implementable. Masding and Ivanov make a compelling case for focusing on value creation at every level of an organisation but are pragmatic in how this should be implemented to ensure full buy-in around this objective. They are candid in the use of examples, both good and bad, to illustrate the concepts and provide an objective view of the principles and tools therein. The book is structured around a set of thirty recurring or 'timeless' questions which everyone, who has accepted the challenge of leading, is likely to encounter over the course of their career. Whilst the book can be read as a reference guide to help with a particular topical question, its real strength is displayed fully when it is read and applied as a comprehensive management system.