Lesson 1: Make People Feel Seen | Will Guidara

Although many companies optimistically advertise products as “one size fits all,” hardly anything that feels perfect for one person will feel the same for another. Human beings are just too amazingly varied.

Instead of seeing this uniqueness as a hindrance, restauranteur Will Guidara suggests viewing it as a business opportunity – one that allows you to create the kinds of tailored experiences that people remember and enjoy. In this video lesson, Guidara proposes making each client feel deeply valued by infusing “one size fits one” hospitality into your everyday service.

Unreasonable Hospitality: Going above and beyond in how you make people feel

“Service” is the thing you’re doing (e.g., delivering a plate of food). “Hospitality” is how you make people feel. It’s about being creative and intentional in pursuit of relationships.

Successful people are often “unreasonable” in their pursuit of excellence.

Three Keys to Being Unreasonable

Be present. The idea is to care so much about the person you’re with that you stop caring about everything else. Slow down. Listen to the people around you.

Take what you do seriously, but take yourself less seriously. Don’t let self-imposed standards get in the way of bringing your customers joy.

Treat people like unique individuals. Create bespoke experiences. One size fits one.

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About Will Guidara:

Will Guidara is the author of the National Bestseller Unreasonable Hospitality, which chronicles the lessons in service and leadership he has learned over the course of his career in restaurants.

He is the former co-owner of Eleven Madison Park, which under his leadership received four stars from the New York Times, three Michelin stars, and in 2017 was named #1 on the list of the World’s 50 Best Restaurants.

He is the host of the Welcome Conference, an annual hospitality symposium that brings together like minded people to share ideas, inspire one another, and connect to form community.

A graduate of the hospitality school at Cornell University, he has coauthored four cookbooks, was named one of Crain's New York Business's 40 Under 40, and is the recipient of WSJ Magazine's Innovator Award.