Why ‘Unreasonable Hospitality’ Is the Secret Ingredient to Business Success

How going above and beyond for your customers can transform your business and your life

In a world where efficiency and technology often replace human connection, Will Guidara’s ‘Unreasonable Hospitality’ offers a refreshing—and powerful—reminder that the most successful businesses are built on making people feel truly seen and valued. Drawing from his experience at Eleven Madison Park, Guidara demonstrates that hospitality is not just for restaurants; it’s a universal principle that can elevate any organization.

Service vs. Hospitality: The book opens with a crucial distinction: service is black and white; hospitality is color. Service is about technical excellence—getting the order right, delivering on time, following the script. But hospitality goes deeper. It’s about how you make people feel, about creating emotional connections that last far beyond the transaction. This is why a server who remembers a guest’s favorite wine, or a receptionist who greets you by name, can make an ordinary experience unforgettable.

The Charitable Assumption: Guidara emphasizes that great hospitality starts with assuming the best in others. Instead of jumping to conclusions when things go wrong, leaders and teams are encouraged to ask, “Is everything okay?” This creates a culture of trust, psychological safety, and growth. When people feel safe, they are more willing to take risks, innovate, and deliver extraordinary experiences.

Empowering Teams: One of the most powerful stories in the book is about empowerment. Guidara describes how giving team members real ownership—like managing a coffee program or leading a new initiative—transforms them from employees into leaders. When people are trusted, they rise to the challenge, surprise you with creativity, and develop a deep sense of pride in their work.

Breaking the Rules: Not all traditions serve the guest’s best interests. Guidara encourages leaders to question every rule and tradition, asking, “Does this help us make our guests feel special?” If the answer is no, it’s time to change. Sometimes, this means replacing a fancy pastry with a humble jar of granola as a parting gift—because it’s personal, practical, and memorable.

The Rule of 95/5: Perhaps the most actionable lesson is the idea of managing 95% of your business with discipline and reserving the last 5% for magical, memorable gestures. These don’t have to be expensive—a surprise dessert, a handwritten note, or an impromptu adventure can create stories that guests will share for years. This intentional generosity turns customers into advocates and builds lasting loyalty.

Obsess Over Details: Excellence is built on the smallest details. The book is filled with examples of staff straightening every fork, polishing every glass, and checking every light. These acts may seem trivial, but together they signal care, build trust, and create an environment where guests can relax and enjoy themselves.

Hospitality Heals the Giver: One of the most beautiful insights is that giving hospitality is as rewarding for the giver as it is for the guest. Making others feel good brings joy, fulfillment, and a sense of connection. Kindness is contagious—one act inspires another, creating a positive culture that uplifts everyone involved.

The Ripple Effect: Guidara’s lessons have inspired organizations far beyond restaurants. Schools, hospitals, tech companies, and even government offices have embraced unreasonable hospitality, transforming their cultures and communities. The legacy is a world where everyone feels seen, valued, and cared for.

In conclusion, ‘Unreasonable Hospitality’ is a call to action for every business and every leader. By focusing on how you make people feel, empowering your teams, breaking unnecessary rules, and budgeting for magic, you can create extraordinary experiences that drive success and change lives—yours included.