In 2008, armed terrorists launched a series of attacks throughout the city of Mumbai, India. Taj Mahal Palace, one of the locations attacked, suffered deaths to 34 people and injuries to 28 others over a three-day terrorist occupation. However, the Taj received praise in the aftermath of the attacks for the staff’s selfless actions in working to save the lives of its guests before their own. Rohit Deshpande will address how leaders develop a customer-centric organization, as well as how an organization saves its flagship brand after a crisis.