Become excellent. Be unreasonable. | Will Guidara for Big Think+

Summary

Will Guidara, a restaurateur and author of 'Unreasonable Hospitality,' emphasizes the importance of hospitality in the service economy, highlighting its distinction from service itself. He argues that making customers feel valued is more memorable than the product or brand. Guidara illustrates the concept of 'unreasonable hospitality' through personal anecdotes from Eleven Madison Park, where he implemented unique gestures to create lasting impressions, proving that hospitality is a competitive advantage that fosters deep customer relationships.

Takeaways

• 🌟 The shift from a manufacturing to a service economy means that most people are now in the business of serving others, emphasizing the importance of hospitality in all service industries.
• 🍽️ Will Guidara, a restaurateur and author, believes that hospitality is not just about service but about how you make people feel, which is crucial for success in the service economy.
• 🏆 Eleven Madison Park, a restaurant run by Guidara, was named the number one restaurant in the world in 2017, showcasing the impact of exceptional hospitality.
• 🔄 The distinction between service and hospitality is highlighted, with service being the act and hospitality being the emotional experience provided to the customer.
• 💡 Richie's character development in 'The Bear' illustrates the transformative power of hospitality and how it can turn a person into a passionate provider of graciousness.
• 🛍️ The way customers feel is more memorable than the product or service provided, suggesting that emotional connection is key in customer retention.
• 🚀 'Unreasonable hospitality' is defined as being as relentless in pursuit of customer feelings as in the quality of the product or service offered.
• ⏳ The only lasting competitive advantage is through investing in relationships, which take time to build but offer enduring loyalty.
• 💬 Three key elements of 'unreasonable hospitality' are being present, taking the job seriously but not oneself, and treating each customer as a unique individual.
• 🎨 The Dreamweaver Program at Eleven Madison Park is an example of bespoke gestures that make guests feel seen and create lasting positive impressions.
• 📚 Guidara's book 'Unreasonable Hospitality' encapsulates the philosophy and practices that can elevate service industries by focusing on the emotional experience of customers.

Q & A

Why does Will Guidara believe that focusing on hospitality can lead to success in a service economy?

Will Guidara believes that focusing on hospitality can lead to success because it is a differentiator in a service economy where more than three quarters of GDP is driven by service industries. By making people feel good through hospitality, businesses can create a lasting impression that goes beyond the product or service being offered.

What is the difference between service and hospitality according to Will Guidara?

Service is the act of providing something, like getting the right plate of food to the right person at the right time. Hospitality, on the other hand, is about how you make people feel when you perform that service.

What is the concept of 'unreasonable hospitality' as introduced by Will Guidara?

'Unreasonable hospitality' means being as relentless and committed to making people feel good as you are to the quality of the product or service you are selling. It is about going above and beyond in the pursuit of hospitality.

Why does Will Guidara emphasize the importance of investing in relationships in business?

Investing in relationships is crucial because relationships take time to build and, when built correctly, they foster loyalty that is hard to erode. This is a sustainable competitive advantage in a world where products and brands can be replicated.

How does Will Guidara define 'unreasonable hospitality' in the context of team motivation?

Unreasonable hospitality is achieved when a team is motivated to be present, take their work seriously but not themselves, and treat each guest as a unique individual, providing bespoke gestures that make them feel seen.

What is the significance of being 'present' in the context of hospitality as described by Will Guidara?

Being present means fully focusing on the person you are serving, to the extent that you stop caring about everything else. It involves slowing down to listen and genuinely engage with the guest, which can ultimately enhance the service experience.

How does Will Guidara suggest taking one's work seriously without taking oneself too seriously?

Guidara suggests that while the work should be approached with dedication and professionalism, one should not let personal standards or brand rules hinder the ability to bring joy to the guests. Flexibility and personal touch are key.

What is the 'Dreamweaver Program' that Will Guidara implemented at Eleven Madison Park?

The 'Dreamweaver Program' is an initiative where staff perform countless small gestures to make guests feel seen and valued. It is about creating personalized experiences that are memorable and unique to each guest.

Can you provide an example of a gesture made under the 'Dreamweaver Program' as mentioned in the script?

One example is when the staff at Eleven Madison Park filled a champagne cart with various types of bottled Budweiser for a guest's father who preferred a more casual dining experience. This gesture made the guest feel at ease and part of the restaurant's community.

What did the guest's father remember about his experience at Eleven Madison Park according to the script?

The guest's father did not remember the food he ate at Eleven Madison Park, but he vividly remembered the feeling of being made to feel comfortable and special when the Budweiser-filled champagne cart was presented to him.

How does Will Guidara connect the idea of hospitality to the broader concept of serving others in various industries?

Guidara connects hospitality to serving others by stating that regardless of the specific product or service being sold, everyone in a service economy is essentially in the business of serving people. The way one makes people feel is what they will remember most.