Hassan said every turnaround story starts with people, then culture, then execution. All of those aspects begin with a company's CEO. He said if a CEO doesn't have focus and passion, then investors should steer clear. But in the case of many successful turnarounds, like those at Ford ( F), CEO Alan Mullaly clearly had the right skills to get the job done. When asked about his role as non-executive chairman at Avon Products ( AVP), Hassan said Avon's new CEO is following his lessons from the book. He not only had the passion to accept the challenge in the first place, but he is now on the ground working the business and building the team that's needed to lead the company forward. Turning to his home turf in the pharmaceutical world, Hassan said that it's clear the old way of developing drugs is no longer working, which is why all of the action has been in the smaller biotech companies. He said that some in the Big Pharma world see that change and are adapting, but others are clearly not. Cramer said Hassan's new book is a must-read and said Hassan himself should be an inspiration to all.