4 Ways to Bring ‘Unreasonable Hospitality’ to Your Business

How "Unreasonable Hospitality" Can Transform Your Business

This week, I’m diving into Unreasonable Hospitality by Will Guidara , and I have to say, it’s more than a book—it’s a mindset shift. Guidara’s insights on delivering extraordinary experiences aren’t just for the restaurant industry; they’re for anyone looking to make a lasting impact on their clients. His approach to hospitality is “unreasonable” because it goes far beyond expectations, showing that small, thoughtful actions can create unforgettable moments.

Here are four ways entrepreneurs can apply these lessons to build deeper connections, stand out from the crowd, and create the kind of loyalty that sets your business apart.

1. Make Every Client Feel Valued

Guidara’s philosophy centers around making guests feel seen and valued. For entrepreneurs, this means recognizing the unique needs and preferences of each client. It could be as simple as remembering a birthday or a detail from a past conversation and following up on it.

Try This: Start a “Client Notes” system. Record details about their preferences, past interactions, or upcoming events in their lives. Use these notes to personalize your communications, showing them you care and pay attention. This has worked for me for more than 30 years and keeps my in front of both my clients, past clients, and referral partners

2. Look for Moments to Surprise and Delight

Guidara’s success came from going beyond expectations to surprise his guests with small but impactful gestures. In business, finding ways to “surprise and delight” your clients can create memorable moments that keep them talking about your brand.

Try This: Identify small, unexpected ways to go the extra mile and connect. This could be a handwritten thank-you note, a follow-up email with personalized recommendations, or a small gift aligned with their interests.

I love gifting my clients products to other clients, as it supports them in their business and introduces someone new to their brand. For example, I love to gift the Bountiful Box from Mrs. Mekler's Mercantile when I have a collaboration or want to send something sweet! These thoughtful touches build loyalty and set you apart.

3. Focus on Creating a Unique Experience

Guidara emphasizes creating experiences so unique that they become a story clients share with others. Whether you’re selling a product or providing a service, think about the full journey from start to finish and where you can infuse a little “magic” into it.

Try This: Map out your client journey and identify key touchpoints where you can add an unexpected, delightful element. Maybe it’s a welcome packet for new clients filled with items hand-picked by YOU that show them what the journey with you will be like, a mid-project check-in with helpful resources, or an end-of-project celebration. Make each interaction count! I love gifting my book THE PATH TO PROFITS and other tools like my EnVision Oracle Deck as part of my 'welcome aboard' package.

4. Embrace the Power of Empathy

At the heart of Unreasonable Hospitality is empathy. Guidara saw his guests not just as customers but as people with unique needs and stories. This approach led him to create meaningful, lasting connections.

Try This: In every interaction, pause to put yourself in your client’s shoes. What challenges might they be facing? How can you make their experience easier or more enjoyable? Small gestures of empathy—like checking in on how they’re doing, not just what they need—go a long way in building trust and loyalty.

How have you show UNREASONABLE HOSPITALITY in your business? I'd love to hear! Reply/Comment and let's add to the list of creative ideas!