Unreasonable Hospitality: The Small Gestures That Create Big Impact

Unreasonable Hospitality: The Small Gestures That Create Big Impact

2 Nov 2024

by Bastiaan van der Sluis

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Most businesses offer good service. Some deliver excellence. But only a rare few create unforgettable experiences that people talk about them for years. That’s the difference between service and hospitality—and it’s the core idea behind *Unreasonable Hospitality* by Will Guidara.

Guidara transformed Eleven Madison Park into the best restaurant in the world, not just by perfecting food but by rethinking how people feel when interacting with a business. His lessons go far beyond restaurants. Whether you run a creative agency, lead a team, or build a brand, hospitality is the missing ingredient that elevates good to exceptional.

But what does that mean, exactly? It means going beyond transactions. It’s about seeing people, not just customers. It involves finding ways to make them feel unique, valued, and understood.

What is Unreasonable Hospitality?

Hospitality isn’t merely about providing good service—it’s about thoughtfulness, anticipation, and human connection. It’s the difference between:

- A waiter delivering a meal versus noticing a guest struggling with chopsticks and quietly bringing a fork.

- A brand sending a generic thank-you email versus writing a personalized note about why they appreciate a customer.

- A designer sending a final project versus delivering a polished deck with a small surprise—like a concept they explored but never discussed.

At Eleven Madison Park, this philosophy plays out in small but powerful ways. One of the most famous examples: A group of tourists dining at the restaurant mentioned it was their last night in New York. The team sent a staff member running to a hot dog stand just so they could experience a classic New York street dog before heading home. That single moment—a $3 hot dog at a Michelin-starred restaurant—became the highlight of their trip. They left not just satisfied but emotionally connected to the experience.

This is unreasonable hospitality—going beyond what’s expected to create experiences that leave a lasting impact.

How to Apply Unreasonable Hospitality to Any Business

This isn’t just about restaurants; the best brands in fashion, design, architecture, and consulting also recognize that people don’t just buy products or services—they buy how those experiences make them feel. Here’s how you can integrate *Unreasonable Hospitality* into your business, whether you’re working with clients, leading a team, or selling a creative service.

1. Make Small Moments Matter

People expect good service, but they don’t expect thoughtfulness. Small gestures can leave a lasting impression:

- A handwritten thank-you note instead of an automated email shows you care.

- Remembering clients’ birthdays or personal preferences signifies attentiveness.

- Sending a small, unexpected gift, something that shows you truly listen, can make a world of difference.

- Offering help before clients ask for it can be a game-changer in customer relations.

2. **Personalisation Beats Perfection**

We often assume customers want a flawless experience. However, they tend to value personalized touches over perfection:

- A high-end brand can feel cold and transactional, while hospitality can make it human.

- A generic onboarding process feels forgettable; a tailored one fosters loyalty.

- A project delivered exactly as expected is great, but one that feels custom-made is even better.

3. Solve Problems Before They Exist

Most businesses react to problems; the best ones anticipate them:

- A good consultant gives advice when asked. A great one sees blind spots before the client does.

- A service provider waits for issues to arise, while a hospitality-driven one prevents them before they happen.

- It’s the difference between fixing mistakes and ensuring they never happen in the first place.

4. Create a Culture of Care

Unreasonable hospitality isn’t exclusively for customers—it starts within your team. If your employees, collaborators, and partners feel valued, they will pass that energy on to your clients:

- Treat your internal team with the same care you’d give a top client.

- Celebrate small wins to create a positive environment.

- Make work feel like a place of belonging, not just productivity.

5. Surprise Beats Satisfaction

Good businesses meet expectations, but great businesses exceed them:

- Add a thoughtful extra touch to every interaction, whether it’s a follow-up email or an unexpected gift.

- Over-deliver in ways that matter—not just in cost, but in genuine care.

- Offer a small, unexpected detail that brightens someone’s day.

Why This Matters

Most businesses compete on price, efficiency, and scale. However, brands that people remember compete on emotion. They deliver not just products, services, or strategies; they build relationships, create a sense of belonging, and turn ordinary moments into unforgettable experiences.

*Unreasonable Hospitality* teaches us that the impact of small gestures can be profound. To further explore this concept, consider how you can enhance the hospitality you offer in your work. Think about the emotional reactions you can inspire and the long-lasting impressions you can leave.

So, ask yourself: Where in your work can you add just 1% more hospitality? Because that’s the first step toward creating experiences people never forget.

By embracing the principles of unreasonable hospitality, you can transform not only how people perceive your business but also how they feel about their interactions with you. Ultimately, it’s an invitation to rethink what it means to connect with others in a meaningful way.

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