“WOW!” was the word on everyone’s lips as the first guests stepped aboard Icon of the Seas, the largest, most spectacular cruise ship ever created.
Icon of the Seas was one of many WOWs generated by a standout culture during the tenure of Richard Fain, regularly named one of Barron’s “World’s Best CEOs.”
In Delivering the WOW, Fain shows how a strong and forward-looking culture united people around a mission, delighted guests, and unlocked extraordinary performance – including increasing the company’s profitability, guest capacity, and employee base more than thirtyfold.
The book weaves principles for building culture with unforgettable behind-the-scenes stories to bring his lessons and experiences to life. He takes readers inside tough decisions during highstakes crises—including the COVID shutdown—that helped rally 100,000 employees to beat the odds and unify the company like never before. He also candidly recounts mistakes he made along the way.
Delivering the WOW tells the dramatic story of a tenacious culture that surmounted challenges, thrilled customers, and introduced innovations that forever redefined vacation travel.
All it takes is a few 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
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All author proceeds from this book will be donated to the Fain Scholarship Fund, a scholarship program Richard Fain established in 1999 to support the education of Royal Caribbean Group employees and their children, which he has been contributing to at an average of $200,000 in annual support.
"Richard Fain didn't just build ships—he built a culture of excellence that transformed an entire industry. Richard's insights on building transformational culture and maintaining unwavering commitment to long-term vision offer invaluable lessons for leaders in any industry. Simply put, Richard Fain was one of the finest CEOs I've ever had the privilege to work with.”
—Tom Pritzker,
Executive Chairman of Hyatt Hotels
"Delivering the WOW kept me engaged from start to finish. I was genuinely surprised by how many behind-the-scenes stories had me saying, Wow, I had no idea!’ The book strikes that rare balance between useful lessons and stirring emotions. This inspiring book proves that with the right vision, culture and resilience, anyone can emerge from any challenge Bigger, Bolder, and Better than ever.”
—Michelle Fee,
Founder and CEO of Cruise Planners
"This book is more than a business story—it’s a guide to building a culture rooted in purpose, passion, and lasting impact. It’s about achievement that goes beyond the bottom line and a journey marked by bold decisions, deep care for people, and a commitment to leaving things better than he found them. By sharing his lessons, Richard has given every reader a rare gift: a blueprint for leading with heart, sustaining excellence, and transforming challenges into enduring legacy”.
—Don Thompson,
Former CEO, McDonald’s Corporation
"Delivering the WOW delivers the ‘how’ with the wow. Richard Fain shares fascinating candid, personal explanations to show that the destinations they reached as an enterprise did not happen by simply putting leadership on cruise control. Each chapter shows how the entire travel sector learned from the innovation and execution of Royal Caribbean to guide future leaders across industry, across sectors, across oceans, and across continents.”
—Jeffrey A. Sonnenfeld,
Senior Associate Dean for Leadership Studies, Yale School of Management
The Author
Richard Fain is chairman of Royal Caribbean Group, He served as chairman and CEO from 1988 to 2022 when he transitioned to his current role as chairman. Under his leadership, the company grew from a small cruise line to its current place as one of the world’s most valuable vacation companies.
Recognized for his “visionary leadership”, Mr. Fain was named one of the 30 World’s Best CEOs by Barron’s for three years running and received the Ultimate CEO Award from the South Florida Business Journal. His international awards include the rank of Officier in the Légion d’Honneur of France and Commander, First Class, of the Order of the Lion of Finland.
He and his wife of 56 years have four children and eight extraordinary grandchildren.
RICHARD In the Media
CNBC
Royal Caribbean CEO Richard Fain steps down, will remain chairman
Richard Fain, outgoing Royal Caribbean CEO, joins ‘Squawk on the Street’ in an exclusive interview to discuss why he plans on stepping down. Fain delves into his confidence in the incoming CEO, current CFO, Jason Liberty.
CNBC
Royal Caribbean CEO Richard Fain on the U.S. return of cruising
Richard Fain, chairman and CEO of Royal Caribbean, joins CNBC’s Seema Mody aboard the first cruise to set sail since the pandemic. He discusses safety protocols on board the company’s ships and the ongoing return to normal.
CNBC
CNBC’s full interview with Royal Caribbean CEO Richard Fain
Richard Fain, Royal Caribbean chairman and CEO, joins ‘Power Lunch’ to discuss how the company is welcoming back travelers, the future of the cruise industry, vaccination mandates and more.
