Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect
by Will Guidara · 2022
In a nutshell
A national bestseller from Will Guidara, former co-owner of Eleven Madison Park, which was named #1 on the World's 50 Best Restaurants list. The book reveals how exceptional service and authentic human connection can become a competitive advantage in any industry.
Overview
Unreasonable Hospitality chronicles the lessons in service and leadership that Will Guidara learned over the course of his career in restaurants, culminating in his time as co-owner of Eleven Madison Park, which achieved the pinnacle of restaurant success.
About Will Guidara
Will Guidara is the former co-owner of Eleven Madison Park. Under his leadership, the restaurant received:
- Four stars from the New York Times
- Three Michelin stars
- #1 ranking on the World's 50 Best Restaurants list (2017)
Core Philosophy
Service vs. Hospitality
Service is what you do; hospitality is how people feel when you're doing your thing, whether you're providing a service or selling a product.
Genuinely engaging with the person you're serving, so you can make an authentic connection—that's hospitality. This distinction is crucial for creating memorable experiences.
The Unreasonable Hospitality Approach
The book's central concept is that exceptional experiences come from going beyond what's reasonable or expected. It's about creating personal, authentic connections and extraordinary moments that make every customer feel special.
Three Pillars of Unreasonable Hospitality
1. Be Present and Listen
Slow down, pay attention, and truly hear what people are saying—and not saying. Present-moment awareness enables authentic connection.
2. Take Your Work Seriously, Yourself Less So
Allow what's best for your client to dictate the rules rather than rigid adherence to process. Be flexible and human.
3. Treat People as Individuals
Every person is unique. Generic "good service" isn't enough—personalization creates magic.
Key Insights
Building Culture
How to create a team culture where everyone feels empowered to deliver exceptional experiences.
The Power of Details
Small, thoughtful gestures often create the most memorable moments. The book is filled with examples of creative touches that delighted guests.
Scalable Principles
While the examples come from fine dining, the principles apply across industries—from hospitality to healthcare, finance to tech startups.
Application Beyond Restaurants
The book demonstrates that hospitality can be a powerful competitive edge not just in the hospitality industry, but across any industry—real estate, finance, healthcare, or technology.
For founders, the lessons about creating remarkable customer experiences and building culture around service excellence are directly applicable to building beloved brands.
Practical Examples
The book is rich with specific stories of going above and beyond:
- Sending guests to get hot dogs from a street cart when they mentioned missing them
- Creating custom experiences based on casual conversations
- Empowering staff at all levels to make guests' days special
Creating Raving Fans
Unreasonable hospitality transforms satisfied customers into passionate advocates. It's about creating stories people want to tell.
Publication Details
Published by Optimism Press.
Reference
Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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