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S E T T H E B A R H I G H

magnificent, dazzling, and admired show place in the world.
Since this building was going to bear my name, it would repre-
sent me, so I wanted it to be exceptional, head and shoulders
beyond anything that New Yorkers had seen.
When Trump Tower opened to rave reviews and quickly
became a landmark, it was clear that my standard had been
accepted, and in a big way.
My advisors suggested that I hang beautiful paintings in the
lobby of Trump Tower. Although I love beautiful art, the idea
seemed old fashioned and unoriginal to me. So I decided to
install a waterfall instead. The waterfall is over 80 feet high and
cost $2 million to build. It’s absolutely spectacular and mesmeriz-
ing to watch. It has become a major attraction in New York City.
In fact, it’s attracted far more attention than if I had filled the
lobby with the finest art.
Once again, I was creating my own standard and setting the
bar high.

IT’S CONTAGIOUS

Everyone has an opinion on what you should do and how you
should do it. Although most people mean well and often offer
sound advice, they don’t necessarily know what’s best for you. For
me, a major joy of my business is being able to exercise my own
vision and creativity and to express myself. I do it by developing
bigger, bolder, more beautiful projects; ventures that have imagi-
nation, style, scope, depth, and scale—projects that make people
ooh and aah and that deliver more than anyone expected.
How a business operates, the quality of the goods or services
that it provides, starts at the top and radiates down through the
entire organization. The people who work for me know that the

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