Welcome back to 52 Weeks of Marketing Wisdom where we showcase, review and encourage people to discover a new book a week via five key themes; Foresight, Customer, Strategy, Creativity & Innovation. Plus two "wild cards" to take us up to the magic number 52.
Each week we will review a book and provide a summary of why we think it's a good read for anyone in Marketing.
They range from business/marketing classics to hot off the press debuts and everything in between.
Our programme is aimed at busy marketing professionals in-house and agency side who want to be inspired, learn and grow through reading.
We are now six weeks in and are shifting our focus from Foresight to Customer.
Speaking about customer experience and delighting customers, the author of this week's book, Will Guidara, says "The little things are often the big things. It’s the small gestures, the thoughtful touches, the personal details that create the kind of magic that people never forget."
He should know. He applied what he calls, "Unreasonably Hospitality" to help the restaurant he co-founded become number one in the world and gain three coveted Michelin stars.
I hope you enjoy this book as much as I did.
Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara
In Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect, Will Guidara explores the transformative power of hospitality in business and life. Drawing from his experience as the former co-owner of Eleven Madison Park (EMP), a world-renowned New York City restaurant, Guidara shares how embracing "unreasonable hospitality" can create memorable experiences that deepen relationships and drive success.
Guidara’s philosophy is about more than providing excellent service; it’s about making people feel deeply valued by giving more than what is expected. He argues that hospitality is not just for restaurants but is a powerful tool for any business or personal interaction, offering lessons on how to enrich relationships by going above and beyond to make others feel appreciated and special.
The Power of Hospitality in Everyday Interactions
A core theme of Unreasonable Hospitality is that hospitality is everywhere. It's about intentionally creating experiences that make people feel seen, valued, and cared for.
According to Guidara, hospitality is present when something happens "for you" rather than "to you," and these two prepositions make all the difference.
Whether interacting with customers, employees, or friends, embracing hospitality has the power to elevate ordinary interactions into memorable moments.
Guidara argues that the principle of hospitality is universal — it applies to all industries.
He challenges readers to find ways to over-deliver and personalize experiences, turning simple exchanges into moments that leave lasting emotional impacts.
Over-Delivering and Creating Memorable Experiences
Central to "unreasonable hospitality" is the idea of over-delivering and personalizing interactions. Guidara recounts several stories from EMP where thoughtful gestures turned good experiences into unforgettable ones.
One such story involves a group of Swiss tourists who hadn't yet tried a New York hot dog. Guidara’s team surprised them with an authentic hot dog stand experience within the restaurant — a gesture not about culinary showmanship but about understanding and honoring the guests' desires in a creative, memorable way.
These thoughtful touches were about making guests feel understood and cared for, not just providing excellent service. Guidara emphasizes that it’s the small, personal touches that transform experiences from satisfactory to extraordinary.
Empowering Employees to Deliver Hospitality
Guidara believes that for hospitality to thrive, it must be embedded into a company’s culture. One of his guiding principles at EMP was empowering staff to create memorable moments for guests, making hospitality a shared responsibility. He recounts how he encouraged his team to see themselves not just as service providers but as storytellers and memory-makers, allowing them the autonomy to make decisions that could surprise and delight guests.
By fostering a culture where every employee feels responsible for the guest experience, Guidara made sure that hospitality was practiced at every level, turning every team member into a potential creator of joy and connection.
Making Emotional Connections Through Thoughtful Gestures
A key insight from the book is that hospitality is about creating emotional connections.
Businesses often focus on efficiency, convenience, or cost, but Guidara argues that the deeper human need for connection is what truly builds loyalty and trust. By listening, observing, and understanding the unspoken desires of others, organizations can create moments of genuine care that resonate far beyond the initial interaction.
Guidara emphasizes that such gestures don’t need to be extravagant. What matters is the intention behind them. The little things — personalized touches, remembering preferences, recognizing special occasions — are often the things that leave the most significant impact
Turning Ordinary Moments into Extraordinary Ones
Guidara’s approach to hospitality is about finding opportunities to turn ordinary moments into extraordinary ones. This involves being present, paying attention to the people around you, and proactively seeking ways to add value to their day. At EMP, this meant being constantly on the lookout for ways to make guests' experiences more delightful, unexpected, and memorable.
Unreasonable Hospitality is an inspiring and thought-provoking book that challenges readers to rethink the way they approach interactions with customers, employees, and loved ones.
Will Guidara’s philosophy of going above and beyond — of creating memorable moments through personalized, thoughtful gestures — has the power to transform brands and CX from rote, mechanical process to authentic, human interaction.
By offering more than what is expected and embracing a culture of generosity, Unreasonable Hospitality shows that the smallest acts of kindness can make the biggest impact.
For leaders seeking to improve their team's culture, enhance customer experiences, or simply add more joy and meaning to their daily interactions, Guidara’s book offers a blueprint for creating deeper connections and bringing more hospitality into every aspect of life.
So find your opportunity to deliver some unreasonable hospitality for a colleague, client or customer soon and see what happens.
Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara
