IE Business Daily Business news for the Inland Empire.
Exactly one year after his passing, Ruben Estrada will finally have his book published.
Estrada, chief executive officer of Estrada Strategies, LLC in Ontario, died Nov. 21, 2012 at the age of 52 after a lengthy battle with cancer.
During the last four years of his life, Estrada worked on a book detailing his business philosophies and strategies, said his widow, Lori Estrada.
The book details how Ruben – who came to be known in Inland Empire business circles as “The CEO Coach” – started a business that helped companies fix the flaws in their business models and improve their revenue stream.
“He worked on it night and day,” said Lori, who is now the chief executive of the business her late husband started in 2000. “I would tell him to put it down but he wouldn’t, because he knew he didn’t have a lot of time left. He finished it a few days before he died.”
The result is “Know Your Next Move,” a 212-page book that will be available exclusively on amazon.com starting Thursday and on Kindle the following week. Lori is using e-mail and other social media to get the word out about the book, and a launch party is scheduled to be held Thursday at HMC Architects in Ontario.
The goal is to sell 2,000 copies between 7-10 a.m. Thursday.
Ruben came up with an interesting way to spell out his philosophy. He depicts himself on an airplane seated next to an older man. Ruben tells the man that his business began successfully but is now in decline after several years.
As Ruben spells out his problems, the man – who obviously has some business acumen – begins offering advice, which boils down to deciding what your ultimate goal is and then making every decision based on achieving that end.
“Ruben decided that was the best way to tell the story,” Lori said. “The book comes to some definite conclusions about how to fix the business, but you’ll have to buy it to find out what those are.”
