Georgios B.

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Biography

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Georgios B. is the author of the Trust Doctrine trilogy and has spent forty years building and repairing customer relationships across hospitality, wellness, fitness and retail.

One paragraph

Georgios B. is an author and speaker on trust, systems and human behaviour. He has spent forty years inside real operations across hospitality, wellness, fitness, retail and B2B, in Canada, Greece and Romania, from washing dishes at fifteen to running a 150-staff resort and training the front line of a national fitness chain. He is the author of three books, Are We Good Customers?, Are You Worth Remembering? and Are Men Stupid? The Mirror, which together argue that trust is not a feeling but a system, and that most of the systems we live inside now extract it rather than build it.

About 200 words

Georgios B. is an author and speaker on trust, systems and human behaviour.

He started at fifteen, washing dishes in his father’s restaurant in Vancouver. He left school at sixteen, worked every position in that building, and bought it at twenty-one. Four decades followed across hospitality, wellness, fitness, retail, entertainment and B2B, in Canada, Greece and Romania: acting general manager of a 150-staff resort, managing director of a premium fitness equipment business, customer care consultant and regional director inside a national fitness chain, and twenty years running his own consultancy.

He is the author of three books. Are We Good Customers? examines the marketplace from the customer’s side. Are You Worth Remembering? is an operating system for retention, referrals and loyalty built on gratitude rather than discounts. Are Men Stupid? The Mirror uses an uncomfortable case study to examine trust, attention and what people are really buying when they believe they are buying something else.

His central argument is that trust is not a feeling but a structure, built from evidence rather than declarations, and that the systems most of us now live inside are designed to harvest it faster than they earn it.

He writes a weekly letter on trust and behaviour, and works internationally in English.

Signature

Georgios signs every letter and post: Relationship. Not Transaction.

Pull quotes

  • “Show me your storage room and I will tell you what your customers think of you.”

  • “Every hero is a subsidy for a system that has stopped paying for itself.”

  • “Trust isn’t built by what we say we value. It’s built by the evidence of how we behave.”

  • “Care is not a department. It is a way of participating in the world.”

  • “Discounts subtract value. Gratitude multiplies it.”

  • “Trust is the only currency that compounds without inflation.”

Photographs

Press sheet

The books

Are We Good Customers?

Hypocrisy, Ego, and Why We Reward Bad Behavior in the Marketplace

The marketplace, from the customer’s side. Hypocrisy, ego, and the bad behaviour we keep rewarding with our money.

Buy on Amazon

Are You Worth Remembering?

Building Retention, Referrals, and Loyalty Through Gratitude

Most businesses do not lose loyalty because customers are worse than they used to be; they lose it because they trained customers to shop like hunters.

In Are You Worth Remembering?, Georgios B. argues that discounts are the weakest path to loyalty and that gratitude, surprise, and emotional memory create something far more durable: retention, referrals, and trust that compound over time. At the center of the book is a practical operating idea he calls Customer Appreciation Days, a way to turn small, well-timed gestures into stronger relationships without discounting your worth.

Drawing on decades of lived experience across real operations, he shows why people return not only because of price or convenience, but because of what a business makes them feel. He explains how surprise creates memory, how memory drives return, and how thoughtful gestures can outperform bigger promotions while protecting margin instead of destroying it.

This is not a book about charm, tricks, or becoming “nicer”; it is a book about building something people do not want to leave. If you want to stop training customers to wait for the next discount and start giving them a reason to come back, this book will show you where loyalty really begins.

So, the real question is: are you worth remembering?

Buy on Amazon

Are Men Stupid? The Mirror

Inside the Hidden Economy of Fantasy, Trust, and Attention

The mechanics inside the system. Trust, attention, projection, and what people are really buying when they think they are buying something else.

Buy on Amazon

Speaking topics

  • Trust as infrastructure

    Trust is load-bearing, and like any infrastructure it is only proven when weight is placed on it: a complaint, a delay, a lost sale, a decision between today’s revenue and tomorrow’s relationship.

  • Why discounts destroy trust faster than they create sales

    The discount is not a pricing tactic, it is behavioural training. What it teaches customers, and what to do instead.

  • The last two minutes

    Where loyalty is actually decided, why almost nobody designs the ending, and what it costs them.

  • Care is not a department

    Why concentrating care into a job title quietly excuses everybody else, and what has to happen instead.

  • AI, human capability, and what should not be automated

    Automation can reduce today’s labour cost while increasing tomorrow’s talent cost. What happens to the path from junior to senior when the work people used to learn from disappears.

Available for

  • Training day, full day

    The format I have run most often and the one I am strongest in. A working session with a team, built around their actual operation rather than a generic deck.

  • Seminar, half day

    The same approach, compressed. Suits larger groups and conference programmes.

  • Talk or keynote, 45 to 60 minutes

    One argument, properly made, with the room’s own business in it.

  • Practical AI session, three hours

    Hands-on, for teams who have been told to use AI and given no idea how. Setup, prompting, projects, personalisation, and the harder question of what should not be automated.

  • Every format is customised to the brief. I do not deliver the same hour twice.

  • Diagnostic, before any of the above

    Mystery shopping and an operational audit, delivered as a written report. I have mystery-shopped 35 clubs for one national chain and five for another, plus retail, hospitality and professional services. A day of training built on what a room actually does beats a day built on what it says it does, and the report is usually the first time anyone has written the truth down.

  • Available for podcasts and long-form conversation.

Training modules a day can be built around, depending on the operation

  • the language of hospitality, teaching floor staff to describe and sell without handing over a menu

  • delivering difficult news without damaging the relationship

  • right-sized selling, and why recommending less earns the next sale

  • designing the exit, where loyalty is actually decided

  • the backstage audit, what the storage room reveals about the front of house

Practical

Works internationally. All sessions and interviews in English.

Fees depend on format, location and audience. I also accept a small number of unpaid engagements each year where the room is right.

Appearances

Contact

georgios@georgiosb.com