Surachai Chetchotisak, the 45-year-old chief executive of RS, has successfully applied his reading habits to the management of his Bt3-billion entertainment conglomerate.

"I love reading, particularly 'how-to' books which teach me updated marketing strategy and business management techniques. I also love to read the biographies of successful business people, both in Thailand and abroad," says Surachai.

With more than 100 titles on his bookshelves at home, Surachai started his reading habit when he was 25. He says reading books constantly provides new knowledge and a broader point of view, while encouraging him to set up good plans and objectives for his life.

"Reading leads me to realise that learning is unlimited and new knowledge occurs all the time," he says. "Opening myself to new information helps me update and adjust myself to changes in the world."

After graduating with a bachelor's degree in political science from Ramkhamhaeng University, Surachai began work with RS when he was 23.

The music company's history started in 1976 when Kriengkai Chetchotisak, Surachai's older brother, began jukebox production and cassette-tape recording before formally founding Rose Sound with only Bt50,000 in capital and a staff of eight. This was the first milestone of the RS Group, which now has more than 1,500 employees and generated a record turnover of more than Bt3 billion last year.

Surachai says the reshuffling of his company between 2004 and 2005 was along the lines of the "Blue Ocean" strategy authored by W Chan Kim and Renee Mauborgne. The strategy is to develop new uncontested markets, which makes competition irrelevant.

"The concept of the strategy is to encourage business players to escape from a competitive market environment, or the so-called 'Red Ocean', and find new market opportunities in the 'Blue Ocean' sector," Surachai explains.

He says the reshuffle of his organisation was the most difficult work in his life. But he is quite satisfied with the results and everything is proceeding as he wants. With the reorganisation, Surachai has adjusted the business structure of his entertainment empire into business units with a clear line of command and responsibilities. These comprise music, sports, showbiz, film, digital, and media services: television, radio and publishing.

Growing up in a rather poor family taught Surachai to lead a simple life.

"There aren't any difficulties in my life or my work. They are quite simple," he says.

Different from his older brother Kriengkrai, who loves aquariums and car collections, Surachai prefers a simple way of living that extends to his dress style.

"I don't like collecting items such as cars, watches or even Buddha amulets. I have no ornaments on my body," he says. "I've been frugal since I was young. Thus my life is not complicated."

Surachai says he has applied simplicity to the way he works and thinks.

"I try not to let my work become complicated," he says, adding that two most important things in his life are work and family.

Surachai has adjusted his daily lifestyle in the last couple of years as he has grown older.

"I previously went to bed at between three and four every night and woke up at eleven. I spent my time before sleep in reading books and planning my work. Now, I have adjusted myself for office hours," he says. Today, he goes to bed at midnight and wakes up at 7am.

Similar to other executives, Surachai usually reads newspapers and updates information in the morning. He works between 9am and 7pm at his office on Bangkok's Lat Phrao Road, Soi 15. Between 9pm and 10pm, he surfs websites - particularly those preferred by teenagers, such as Sanook and Kapook - to update information and learn their habits and tastes.

Surachai says that for him family is a small but most important factor as it is the grassroots of life and the foundation of success.

"My father always taught me four key words: diligence, honesty, endurance and enthusiasm. You have to be honest to your family, and if your family life is good, your work will be good as well," he says.

Surachai has two sons: Chet and Chot.

Chet, 18, is applying to study at Queenland University of Technology in Brisbane, Australia. Chot, 14, is now studying high school on the Gold Coast, also in Australia.

"I allow my children to study and do things they like. I don't force them, even for special tutoring. I don't believe in the goal of having good grades at school. School makes you more knowledgeable, but not smarter. Though you need to be knowledgeable to be smart."

Surachai often sits down with his sons to teach them what is right and wrong: what they should or should not do.

"I always teach my kids to be good and encourage them to plan and set up an objective for their lives. It was quite different for me, growing up from nothing and my only objective was to get rich. My kids have grown up with no pressure. So, they need to create other dreams and objectives they want to achieve in life. They also should believe in what they dream for," adds Surachai.

Kwanchai Rungfapaisarn

The Nation