Ep. 20: Horst Schulze on Why Getting Customers Is NOT The Most Important | The Trusted Leader Show

In this episode, David sits down with Horst Schulze, Founding Member and Former President and COO of The Ritz Carlton Hotel Company, Founder of The Capella Hotel Group, Expert in Residence at Arch + Tower, and author, to discuss the 4 supreme objectives that every company should have, and why getting new customers is NOT your highest priority.

Show Notes: TrustedLeaderShow.com

Mr. Schulze's Bio:
A legend and leader in the hotel world, Horst Schulze's teachings and vision have reshaped the concepts of service and hospitality across industries.

Mr. Schulze's professional life began more than 65 years ago as a server's assistant in a German resort town. Throughout the years he worked for both Hilton Hotels and Hyatt Hotels Corporation before becoming one of the founding members of The Ritz Carlton Hotel Company in 1983. There Mr. Schulze created the operating and service standards that have become world famous.

During his tenure at The Ritz Carlton, Mr. Schulze served as President and COO responsible for the $2 billion operations worldwide. It was under his leadership that The Ritz Carlton Hotel Company became the first service-based company to be awarded the prestigious Malcolm Baldrige National Quality Award — twice.

In 1991, Mr. Schulze was recognized as "corporate hotelier of the world" by HOTELS magazine. In 1995, he was awarded the Ishikawa Medal for his personal contributions to the quality movement. In 1999, Johnson & Wales University gave him an honorary Doctor of Business Administration degree in Hospitality Management.

Most recently, Mr. Schulze has been honored as a “Leader in Luxury” by Travel Agent magazine and its sister publication Luxury Travel Advisor.

After leaving The Ritz Carlton Hotel Company, Mr. Schulze went on to found The Capella Hotel Group. This luxury hotel company managed some of the most elite properties worldwide, and gave Mr. Schulze the opportunity to further define the luxury hotel industry, receiving countless awards and recognitions.

Today, Mr. Schulze serves as Expert in Residence at Arch + Tower, a boutique, organizational strategy consulting firm. He recently completed his first book on Excellence Wins.

Mr. Schulze's Links:
Website: https://horstschulze.com/
Additional Leadership Content: https://needtolead.com/
"Excellence Wins" by Horst Schulze: https://amzn.to/3tRb8l5
Facebook:   / thehorstschulze  
Instagram:   / thehorstschulze  
LinkedIn:   / horstschulze  

Key Quotes:
1. "Verbiage and appearance is very very important. It establishes trust or distrust in a person's subconscious."
2. "Its easy to give hospitality to everybody."
3. "The hospitality part in any business is essential."
4. "Service is not about you. Service is about the other."
5. "You should move heaven and earth to make sure the customer is happy."
6. "The greatest driver of eventual loyalty is the caring piece."
7. "The product is not creating loyalty."
8. "Loyalty is nothing but trust."
9. "Trust is not created with a product, its created with the relationship moment."
10. "Taking something away from the customer is not efficiency."
11. "Hope is not a process. Hope is not a strategy."
12. "Behavior cannot be taught after you're 16 years old, unless there is a significant emotional event."
13. "A team is a group of people that have a common objective."
14. "Excellence is never an accident."
15. "How can I do better?"
16. "We are all here to serve our fellow man."

Links Mentioned In The Episode:
"Excellence Wins" by Horst Schulze: https://amzn.to/3tRb8l5
"The 7 Habits of Highly Effective People" by Stephen R. Covey: https://amzn.to/39cNbNi
"Critique of Pure Reason" by Immanuel Kant: https://amzn.to/2QD9vJB
"The Effective Executive" by Peter F. Drucker: https://amzn.to/3d3goLR

Buy David's NEW book Trusted Leader: https://www.trustedleaderbook.com/

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