Kicking things off, Colin shares the story of how he entered the events industry. Born in Zambia and raised in South Africa during apartheid, he explains that he felt out of place in South Africa due to the political climate. In 1985, with only $400 and a well-cut suit, Colin left South Africa and arrived in Los Angeles with big dreams. He initially aimed to work in Hollywood, only to realize that the glamor of the industry was mostly in its final product. This revelation led him to start a small catering company, which later evolved into a full-fledged event planning business, marking the beginning of his illustrious career. He attributes much of his success to hard work, creativity, and his ability to balance both business and artistic aspects. Colin describes his passion for living with order and elegance, both in his work and personal life. His attention to detail, whether in his closet or event planning, reflects his dedication to living and working with precision and style.

Then, Colin highlights his philosophy of treating oneself with elegance and style as a foundation for creating the same experience for others. Elegance stems from how one treats themselves, and without personal experience with luxury, it becomes challenging to provide it for others. Colin explains that culture is the driving force behind success. His company maintains certain standards such as handwritten thank-you notes and remembering clients’ anniversaries and birthdays. Colin believes that in the business of style, the culture must be fully embraced, allowing the company to stand out in a competitive market. A strong culture encourages employees to give their best and go the extra mile. Even though his team operates remotely, they prioritize team-building activities and collaboration. Colin’s deep investment in his employees has resulted in long-term retention. He takes a portion of profits and distributes it among his team every quarter, emphasizing the importance of shared success.

In Colin’s view, there are two types of customer service: reactive, which is when a problem arises and the business fixes it, and proactive, where the company anticipates the customer’s needs before they even realize it. His team champions proactive customer service. Colin also introduces the concept of “customer seduction,” which involves engaging all five senses: sight, sound, taste, touch, and smell—to create a memorable and personalized experience. He describes the effort his team puts into making clients feel welcome and valued, from sending an intern to greet them upon arrival to preparing the meeting room with thoughtful touches. This attention to detail ensures that the client feels connected and engaged from the start. 

Before wrapping up, Colin reiterates that his leadership philosophy revolves around trust, empowerment, and attention to detail. By educating his team, fostering a strong company culture, and delivering proactive, personalized service, Cowie has built a business that continues to thrive in an increasingly competitive market. Staying ahead requires regularly reassessing one’s product and mission, asking whether things have become outdated. The discussion then shifts to the need for businesses to continually reassess and adapt, and the potential use cases for AI in the industry. Finally, Colin highlights his book, The Gold Standard, which addresses how to stand out in a crowded market.

Timestamps:

0:30 – Introduction of today’s guest, Colin Cowie. 

4:09 – Colin Cowie’s journey into the events industry. 

9:17 – The personal and professional importance of living an elegant life. 

12:08 – Building a culture of elegance in business. 

13:28 – Attracting and retaining top tier talent. 

16:33 – Proactive vs. reactive customer service.

20:28 – Customer seduction. 

22:38- Emotional connection in client meetings. 

26:00 – Failure as a path to success. 

29:30 – Scaling success through empowerment. 

31:52 – Instilling confidence and respect in personal and professional life. 

38:45 – Adapting and refreshing your business approach. 

45:02 – Thanks to Colin for joining us today. 

Bio:

For more than three decades, celebrated event designer and producer Colin Cowie has created some of the most talked about parties and events around the world. With a roster of clients like Oprah Winfrey, Jerry Seinfeld, Ryan Seacrest, Jennifer Lopez and Ben Affleck, Kim Kardashian, Nicole Kidman, heads of state, and foreign dignitaries.  He has designed and produced every conceivable type of celebration—from massive hotel openings to impressive product launches and royal weddings. Having spanned the globe multiple times, he has traveled over 16 million miles in search of the finest and most authentic experiences for his clients.

Colin is an authority on living with style; he is the author of 11 books on lifestyle and entertaining and recently published, The Gold Standard – Giving Your Customers What They Didn’t Know They Wanted.

As a celebrated television personality, he spent 8 years on the CBS Morning Show, 8 years on NBC’s Today Show, 7 years on the HSN Network and hosted his own show for 5 years on the WE Network.

Cowie consults with luxury developers and hoteliers creating programmed entertainment and his Gold Standard of customer service. In 2020,  he launched a hospitality division ThriveHospitality.com and is currently designing, consulting and operating on exciting projects around the world.

Colin sits on the board of several philanthropic organizations focusing on arts, education, healthcare and mentorship programs in South Africa and is devoted to supporting young people create a better future for themselves. His charities include: Lalela, Ubuntu Pathways, and Infinite Family. 

Learn more about Colin Cowie Lifestyle and Thrive Hospitality.