Delivering the Wow: Culture as Catalyst for Lasting Success

A CEO’s account of how “wow” became a strategy—and transformed an industry

“Wow!” was the word on everyone’s lips as the first guests walked the decks of Icon of the Seas, the world’s largest and most spectacular cruise ship.

Delivering such wows is the strategy that guided Royal Caribbean Group, the pioneering travel company, to enduring success over 33 years under the leadership of chairman and former CEO Richard Fain. Named one of Barron’s “World’s Best CEOs” multiple times, Fain knows that wow moments don’t just happen—they’re designed. Such moments mobilize a workforce, win customers, and fuel transformative growth.

While many leaders think separately about their customer experience and their work culture, Fain united both with this simple three-letter word. In Delivering the Wow, he shares inspiring lessons learned while leading a bold and innovative company that continuously pushes its limits. He does so through remarkable stories that bring lessons to life. From building the biggest multi-billion-dollar ships, like Icon of the Seas, to pushing the boundaries of what is possible atop the waves (ice skating, anyone?), Fain recounts invaluable leadership principles including:

• Alignment: how true shared vision differs from acceptance or compromise

• Intentionality: the value of staying focused on your north star goal

• Continuous improvement: a mindset that aspires to constantly improve what you do and how you do it

• Crisis response: how culture helps navigate black swan events

Whether you’re a leader seeking practical insights or a cruise lover curious about what happens below decks, you’ll learn vital lessons from stories you’ll never forget. Among them, how a small company became a global force whose 100,000 employees deliver the wow to more than 8 million guests each year while disrupting not only the cruise business but the entire travel industry; and, how they built a culture strong enough to endure challenges no less formidable than the global pandemic.

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