Customer service isn’t just about meeting expectations anymore. Nope, not in the slightest. These days, it’s about blowing those expectations out of the water, flipping them on their heads, and serving them back with a side of unforgettable charm. When was the last time a client experience left you floored? I mean, truly floored—like a moment so over-the-top amazing, you couldn’t wait to text everyone you know about it? If you’re drawing a blank, don’t worry—you’re not alone. In today’s transactional world, customer service often feels like an assembly line.
Most customer service feels like it’s been cribbed from a checklist. Enter Will Guidara, the genius who turned Eleven Madison Park into the “Best Restaurant in the World.” His philosophy? Unreasonable Hospitality—a radical approach that’s all about blowing past expectations to create moments so memorable, they border on magical. It’s all about going the extra mile—and then some.
Now, as someone who’s spent years working in CS, branding and consulting, I can tell you that Guidara’s lessons aren’t just for restaurants—they’re a masterclass for any business that interacts with people.
Spoiler alert: That’s every business. Let’s talk about why that’s not just cool—but essential.
What Is Unreasonable Hospitality Anyway?
Picture this: You’re at a fancy restaurant, and halfway through your meal, when you casually mention how much you miss a classic New York street hot dog. Five minutes later, boom—someone shows up with the perfect, gourmet take on a hot dog. That’s not just great service; it’s storytelling. It’s turning customer care into theater.
And honestly, that’s what makes it genius. Whether it’s a dining experience, a branding strategy, or the website of someone’s dreams, the goal is the same: to craft moments that aren’t just good—they’re unforgettable.
Here’s the kicker: I’ve seen the same principles work wonders in branding and digital strategy. Whether it’s shaping a company’s identity at Zossoz or designing websites at DoorLoop, those “hot dog moments” are where the magic happens.
Why It Works: The Emotional X-Factor
Here’s the thing: People crave connection. Whether you’re managing properties, building websites, or consulting on brand strategy, the businesses that win are the ones that make clients feel seen and valued. It’s easy to sell a product or service, but it’s much harder to create a genuine emotional connection. Guidara cracked the code early on—realizing that in a crowded market, your real superpower is you. People aren’t loyal to businesses; they’re loyal to how those businesses make them feel.
Unreasonable hospitality flips the script on how we think about value. It’s not just about transactions; it’s about relationships. And the ripple effects are huge:
• First-time customers become raving fans.
• Loyal fans become your hype squad.
• Your hype squad? They become your best (and cheapest!) marketing tool.
Ask yourself: What would it take to go the extra mile for your clients? Sometimes, it’s as simple as a well-timed thank-you note or remembering their favorite coffee order before a meeting. Other times, it’s orchestrating a “wow moment” that they’ll never forget.
Want to Try It? Here’s How
The good news is, you don’t need to own a Michelin-starred spot to pull this off. Unreasonable hospitality works in any industry. Let’s get specific:
1. Listen Like a Mind Reader
The key to unforgettable service is catching the little details. Clients drop hints all the time—they just don’t realize it. Don’t wait for clients to ask. Anticipate their needs. Look for those little details that tell you what they want before they even realize it themselves. When I’m working with clients, I take note of everything from their favorite coffee to their secret dreams for their business. Those tiny clues often lead to the biggest surprises.
AJ Pro Tip: Start a “client quirk log.” Favorite sports team? Check. Random hobby they casually mentioned? Double check. Then, use it to plan your next surprise.
2. Small Gestures, Big Impact
Remember the last time someone celebrated a small milestone for you? It’s a game-changer. Unreasonable doesn’t mean expensive—it means thoughtful. Case in point: Sending a handwritten thank-you note or a tiny “just-because” gift after a project wraps. Simple, yes. But the wow-factor? Off the charts.
3. Empower the Team to Say Yes
Guidara didn’t create those magical moments alone—he empowered his team to think creatively and act autonomously. Guidara’s team pulled off those mind-blowing moments because they were encouraged to get creative. Build that same vibe into your workplace culture. Give your team the green light to dream big and act fast. Trust me, the results will speak for themselves.
4. Make It Instagram-Worthy
We live in a share-it-or-it-didn’t-happen world. If a moment isn’t worth posting on Instagram, it might not be memorable enough. I’m only half-kidding here, but the truth is, people love to share stories that make them look good—and that includes moments where you went the extra mile for them. Why not lean in? Whether it’s a surprise celebration or a perfectly packaged welcome kit, these moments don’t just wow the client—they create shareable moments that amplify your brand for free.
The Payoff: A Ripple Effect of Magic
Here’s the wild part: Unreasonable hospitality doesn’t just make your clients happy. When you embrace unreasonable hospitality, the ripple effect is massive. Clients don’t just stick around—they become your advocates. They tell their friends, their colleagues, and sometimes even their social media followers.
That kind of word-of-mouth buzz? Still the gold standard for customer acquisition, especially in today’s hyper-connected world. Creating these unforgettable moments can be the most effective marketing strategy you’ve got.
AJ’s Cheat Sheet for Brilliance in Business
1.
Personalization is Everything: Whether it’s a hot dog or a heartfelt email, tailor your efforts to the individual.
2.
Moments Beat Metrics: Numbers matter—but they’ll never replace the magic of a personal touch.
3.
Consistency Wins: Memorable service isn’t a one-off. Build it into your brand DNA.
Final Thoughts: Let’s Make Some Magic
I know how easy it is to get caught up in the daily grind. But Guidara’s approach is a powerful reminder: It’s the little moments that leave the biggest impact. He reminds us that the best investments are in people. Whether you’re surprising a client with their favorite coffee or creating a bespoke experience that leaves them speechless, it’s not about the money you spend—it’s about the heart you put into it.
So here’s my challenge: What’s one thing you can do this week to surprise a client? Maybe it’s a thoughtful note. Maybe it’s a perfectly timed meme. Whatever it is, go for it. Because at the end of the day, creating moments worth talking about isn’t just a business strategy—it’s a way of life.
Let’s go create some magic.
