“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
ORDER THE BOOK
Bulk Order (10+ books)
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
AXIOS
Exclusive: New book charts Royal Caribbean's record rise
Royal Caribbean Group's record-breaking ships are driving a cruising comeback — its stock has jumped 400% in five years and it's now worth more than Carnival and Norwegian cruise lines combined.
Stacking Benjamins Show
How to Deliver the “WOW” in Everyday Life (with longtime former Royal Caribbean Chairman and CEO Richard Fain)
You don’t have to command a cruise ship (or a boardroom) to lead with purpose. On this episode of The Stacking Benjamins Show, Joe Saul-Sehy, OG, and Neighbor Doug welcome Richard Fain, longtime chairman and former CEO of Royal Caribbean Group, for a conversation that’s not about corporate leadership… but about life leadership.
Investors Business Daily
Richard Fain Captained Royal Caribbean To Become Cruise Giant
Richard Fain had barely stepped foot on a cruise ship when the owners of Royal Caribbean (RCL) asked him to take a leadership role. They needed Fain's steady hand to steer the company's grand plans.
