Horst Schulze

I was about to just say Apple.

So Steve Jobs came to you.

Yeah, yeah.

Including for retail.

Including Disney was there many times.

and so on, people come in and learning how do we work the processes, the measurements, the process, the improvements, and so on.

And we were pretty good at, as I said, our channel manager was kind of best at the improvement, the elimination of process permanently.

I tell one story in the book, if you read it, excellent, Vincent, excellent, in room service, room service, where we had for six years a complaint

I was the general manager of the first one, obviously.

There was no other hotel.

During my time, the complaint room service, I managed it like a normal manager.

I said, read my lips, fix it.

Doesn't work that way.

You have to find out the process.

I learned very carefully from...

the Baltic office, how to do that.

I had my first Baltic meeting.

Somebody said, we're the best hotel company in the world.

And I had a lot of complaints when somebody said, well, I understand.

They asked me, best hotel company.