Though Conley had a great experience in business school, an area of study that has become very useful for him as an entrepreneur is psychology. The dot-com bust and other outside forces presented an unforeseen challenge in a time of uncertainty. Searching for answers, Conley came across the work of Abraham Maslow, whose theories helped him rediscover his original purpose in starting the company. Through innovation based on "higher" needs, Conley took a fresh look at Joie de Vivre Hotels, the largest Hotelier in Northern California.
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