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John Paul DeJoria, Founder of Paul Mitchell Products and Patron Tequila Talks to Robert Reiss on "The CEO TV Show" About Importance of Giving Back

On this week's episode of "The CEO TV Show," John Paul DeJoria, Founder of John Paul Mitchell Systems and Patron Spirits, talked with host Robert Reiss about the importance of superior customer experience, sharing success with others, and giving back. DeJoria tells Reiss of the link between product quality and the customer experience which in turn leads to re-ordering: he also provides his views on culture as a critical ingredient of success for companies -- and for our country as well.

Ridgefield, CT, August 17, 2011 --( On this week's episode of "The CEO TV Show," John Paul DeJoria, Founder of John Paul Mitchell Systems and Patron Spirits, talked with host Robert Reiss about the importance of superior customer experience and sharing his success by sharing it with employees, community, and ultimately the world. "Success unshared is failure" is DeJoria's now famous motto.

"No one becomes successful in our country without a lot of help from others," DeJoria explained. "Consequently that success should be shared with others, and given back so the world becomes a better place because we have been here."

The interview begins with Robert Reiss asking DeJoria how he went from hair care products to tequila. The principles, DeJoria explained, were the same even if the product and customers changes: "Everyone wants to have a positive customer experience with the products that people buy. Everyone is looking for something unique, and self-indulgent where they have a sense of 'treating themselves to the best.' So the quality of the product is essential to success; it is the quality that leads to superior customer experience that leads people to re-order the product. Success comes from being in the re-ordering business."

With Patron tequila, it is the same thing, DeJoria explained: "We were intent on producing the absolute best tequila so when someone drinks it, their experience with our tequila is decidedly better than any other experience they've ever had. They also have the sensation of treating themselves to the best. That's why they re-order Patron."

When it comes to corporate culture, DeJoria underscored that culture is critical not only to the success of his companies, but to society as a whole. When Reiss asked about what his hair care schools teach, DeJoria responded: "We think our normal schools fall short because they don't teach people how to love themselves, and then love others. So we teach these things to our students. Because when they understand the real value of their self-worth, then they contribute to their community, the country, and in fact the world, and help make it a better place because of what they do while they're here on earth. Isn't that the way we want it to be?"

To hear more about what John Paul DeJoria says about customer experience and volunteerism, go to

For more information contact Patric Hale, General Manager, The CEO TV Show at: or (914) 441.4512.

About The CEO TV Show: The CEO TV Show, a service of The CEO Show (, is a weekly program based on a series of video interviews with top CEOs who have changed the fabric of American society hosted by Robert Reiss. In addition to being available at the website above, it is also hosted on a number of affiliate websites, including ACG New York, Vistage, Entrepreneurs Organization, Small Giants, Senn Delaney, and others. It is sponsored by IBM, Senn Delaney, Sodexo, and Inter-Continental Hotels.

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Reissource, LLC
Patric Hale

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