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The Hospitality Training Series

I KNOW

Nine Books. Thirty Years. One Industry — Finally Understood.
by Marjan M. Tasevski
The Psychology of Guests
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Silent Upselling
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Luxury Service Standards
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Guests Are Not Always Right
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From Two Suitcases to a Six-Figure Career at Sea — and Nine Books That Teach What No School Ever Did

Marjan Tasevski left Macedonia in the 1990s with two suitcases and a belief that hard work changes everything. Over three decades, he worked his way from loading brewery trucks to Head Sommelier on six-star cruise ships, serving heads of state, billionaires, and honeymooners across the Americas, Europe, and the Mediterranean.

The "I KNOW" series is the training library he wished existed when he started — practical, honest, and written by someone who carried the tray, poured the wine, managed the floor, and trained the teams. Every word was paid for with experience.

30+
Years in Hospitality
17
Years at Sea
9
Books Published
3
Cruise Lines
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The Book the Industry Can't Stop Talking About:
Guests Are Not Always Right

The provocative title that challenges hospitality's most sacred cliché. Written for guests who want better nights out — and professionals who've been thinking these truths for years but could never say them out loud.

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The Complete Series

Nine Books That Cover Every Corner of Hospitality

Guests Are Not Always Right
Book I
Guests Are Not Always Right
The book that challenges hospitality's most dangerous myth. For guests who want smarter nights out — and professionals who deserve to be understood. 35 real case files from the floor included.
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The Psychology of Guests
Book II
The Psychology of Guests
Why guests really behave the way they do. The invisible luggage they carry to every table — mood, ego, insecurity, expectations — and how professionals can read it in thirty seconds.
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Luxury Service Standards
Book III
Luxury Service Standards
What six-star service actually looks like from the inside. The invisible systems, the seventeen-step wine service, and the standards that separate good from unforgettable.
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Silent Upselling
Book IV
Silent Upselling — The Elegant Method
How to increase revenue without ever sounding like a salesperson. The art of suggestion, recommendation, and reading budgets — learned across seventeen years at sea.
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Waiter Edition
Book V
Waiter Edition
The complete service manual — from kitchen-server relationships to handling intoxicated guests. 82 pages of practical knowledge for every server who wants to go from adequate to exceptional.
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Sommelier Edition
Book VI
Sommelier Edition
From the man who sold $100,000 in wine in his first three months. The real sommelier's job isn't selling wine — it's protecting guest confidence. This book teaches both.
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Manager Edition
Book VII
Manager Edition
Leadership, systems, and the art of building a team that doesn't need you standing behind them. Written for managers who want to lead, not just supervise.
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The Price of Service
Book VIII
The Price of Service
The emotional labor, the hidden cost of the smile, and the truth about what this industry takes from the people who keep it running. For those who've lived it.
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Cruise Ships
Book IX
Cruise Ships — From Two Suitcases to a Six-Figure Career at Sea
The memoir that takes you inside Carnival, Celebrity, and Silversea — the fastest, most brutal hospitality school on Earth.
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