I’m always looking for new ways to grow myself and my team.  Today’s blog comes to you thanks to one of my producer’s John, who was reading a new book he thought I’d like.  Boy was he right.

In a world that often runs on efficiency and scalability, Unreasonable Hospitality by Will Guidara stands out like a beacon. Guidara, who transformed Eleven Madison Park into one of the world’s best restaurants, knows something about hospitality. But in his book, he’s not just talking about service in the restaurant industry—he’s talking about the mindset of making people feel genuinely seen, valued, and cared for, in ways that often go far beyond what’s expected.

His central point? Exceptional experiences don’t come from doing the bare minimum or simply meeting expectations. They come from doing the “unreasonable”—finding ways to delight and surprise people that are so generous, they’re almost unimaginable. Whether in a restaurant, workplace, or any interaction, this approach can elevate every aspect of how we lead and build connections with others.  I love this so much.  If we delight people in such a way, they'll never dream of going to your competitors.  I think that’s the goal of every business.  Isn’t it? But here's the challenge. How do we get team members who are only focused on their specific job to bond with the concept of going above and beyond?

I wish I had the magic answer, but I don't. I think it's a steady, slow progression of demonstrating to our team members how it's done. Stepping up when no one is looking and then sharing the result with the team. It's storytelling. Everyone loves a good story and when we make someone's day that makes a great story.

Why “Unreasonable Hospitality” Matters in Leadership

Imagine this: a colleague mentions an upcoming deadline they’re stressed about, and instead of just acknowledging it, you surprise them with a coffee and offer a few minutes of support. Or maybe a customer has had a frustrating experience with a product, and instead of just apologizing, you provide them with a personal phone call, genuinely listening to their feedback, and offering an added benefit as an apology. These aren’t necessarily expected moves, but they transform the relationship, creating a lasting impact.

Guidara's approach shows us that these moments are not just about a quick boost in morale or a momentary thrill. They’re about crafting an experience that people remember, creating a culture of care and value, where people genuinely want to belong. When people experience this level of thoughtfulness, they feel deeply invested, which strengthens both loyalty and morale.

How Leaders Can Embrace Unreasonable Hospitality

1. Listen Beyond the Surface: People often reveal their needs subtly, and part of unreasonable hospitality is picking up on these cues. Guidara believes in the power of listening with a sixth sense—picking up on what people aren’t saying directly but that could be life-changing if acknowledged.

2. Empower Team Members to Delight: Guidara didn’t just practice this approach himself; he empowered his staff to embrace it, giving them the freedom to go above and beyond without needing to check in for approval. When team members are given autonomy to make decisions in the spirit of unreasonable hospitality, they bring their own creativity to the experience, strengthening both team cohesion and customer satisfaction.

3. Build Rituals and Routines for Unreasonable Acts: While the notion of “unreasonable hospitality” might sound like it’s all about spontaneous acts, Guidara emphasizes that this mindset can actually be systematized. In his restaurant, they created rituals to ensure that every guest felt personally welcomed, from complimentary drinks to remembering special preferences. Leaders can do the same by creating consistent routines that regularly surprise and delight, turning this hospitality into a foundational part of company culture.

4. Celebrate Each “Unreasonable” Gesture: When team members go out of their way to create remarkable moments for customers or each other, celebrate those gestures. Highlighting these acts reinforces their importance, inspiring others to embrace the same level of care.

The Ripple Effect

Unreasonable hospitality isn’t just about a moment; it creates a culture where people genuinely care about each other. And that culture becomes contagious. Guidara shows us that when we give people an experience that goes far beyond the usual, they take that feeling with them. Customers tell their friends. Team members feel proud of their work. People come back, not just for the food, product, or service, but because they feel an authentic connection.

This approach is ultimately about making people feel special and genuinely cared for. As leaders, when we embrace this principle, we don’t just build teams—we build communities that flourish on care, connection, and a shared sense of belonging. By adopting a mindset of unreasonable hospitality, we can create a ripple effect that transforms not only our teams but every person our organization touches.

So, here’s the question: What’s one unreasonable act of hospitality you could offer today? In the end, it's these “unreasonable” gestures that remind people why they matter and turn ordinary moments into unforgettable experiences.

Try making an unreasonable gesture every day this week and then do it again next week and the week after.  Before you know it, you'll create a legendary team.