Rick Caruso, founder and Executive Chairman of Caruso®, discusses his evolution in the real estate business, creating unique retail properties like The Grove. He emphasizes the importance of excellent customer service and creating a positive guest experience. The chapter also explores his expansion into apartments, hospitality, and office building ownership. Additionally, it highlights his involvement in public service, addressing homelessness, and his philanthropic work in healthcare and education. Valuable advice for young people entering the real estate industry is shared, along with the role of innovation.