I just finished reading Unreasonable Hospitality by Will Guidara, and honestly, it's one of the best business books I've ever read. Top five, easily!

It’s the powerful story of how the Michelin-star restaurant, Eleven Madison Park in NYC, didn't just aim for excellence; it set out to become the best restaurant in the world. They achieved this not through revolutionary food, but by creating experiences so personal, so over-the-top thoughtful, that people couldn't stop talking about them.

The central idea is simple yet revolutionary: they made hospitality the product, not just an add-on service. This mindset shift has profoundly changed how I view everything from running a SaaS company to managing a simple newsletter.

Key Takeaway 1: Service vs. Unreasonable Hospitality

Will Guidara clearly articulates the difference between service and hospitality.

Service is black and white—it’s the technical execution (getting the order right, responding to a support ticket). Hospitality is color—it’s how you make people feel.

One story in the book perfectly illustrates this philosophy and really left an impression on me. A group of tourists dining at Eleven Madison Park casually mentioned they had experienced everything in New York except for a street hot dog. The restaurant manager overheard it, ran out to a vendor, and came back with a hot dog. It was plated with full Michelin-star presentation.

That's it. A $10 hot dog turned into a story that those tourists will tell forever. It wasn't about cost; it was about listening, caring, and turning a fleeting moment into a lasting memory.

Key Takeaway 2: Applying the 95/5 Rule to Your Business Strategy

Most businesses today are focused on scale, automation, and squeezing out efficiency. And while I love a good automation, this book is a powerful reminder that real human connection doesn't scale easily, and that's exactly why it’s so valuable—it’s your competitive differentiator.

Guidara and his team operated on the 95/5 Rule: you must be maniacally focused on efficiency for 95% of your operations (your product, your profit margins, your processes) so that you can afford to spend the remaining 5% foolishly on moments of magic.

Whether you're running a tech startup or a local shop, how you treat people is your ultimate edge. It’s the stuff that doesn't show up in standard analytics, but shows up in loyalty, referrals, and word-of-mouth marketing.

3 Ways to Inject Unreasonable Hospitality into Digital Customer Experience

Reading this book confirmed that hospitality isn't just for restaurants. It absolutely translates to the online world, making it a critical part of your digital customer experience strategy.

The same principles that made Eleven Madison Park world-class can elevate your websites, apps, newsletters, and online businesses:

1. Inject Surprise and Delight. In a digital setting, this could be a helpful bonus feature that solves an unstated problem, a personal video message from a customer success rep, or even just a quick support response that goes beyond the immediate question. The bar is surprisingly low in the digital world, which makes standing out much easier!
2. Anticipate Before People Ask. Great UX, straightforward navigation, and smart onboarding flows are your online "hot dogs." They're the digital touches that make users feel like someone has truly thought things through. This is proactive hospitality.
3. Make Small Moments Feel Big (The One-Inch Rule). A smooth, fast checkout process. A thoughtful thank-you page after a purchase. A welcome email that feels human instead of robotic. These details are easy to overlook, but they're exactly what people remember when evaluating the quality of their experience.

Why I Now Want to Visit Eleven Madison Park (And Why You Should Read This)

This book isn't just about restaurants. It's a mindset shift. It shows what happens when you stop trying to be “good enough” and start aiming to be unreasonably good.

It’s about building a culture of excellence where your team feels empowered to create magic. Guidara’s approach to leadership and culture—giving team members autonomy to act and fostering a shared language—is as valuable as his customer advice.

Go read Unreasonable Hospitality. And then surprise someone in your business with a thoughtful gesture that makes them smile. That's how you win.ou win.

You can also watch the author discuss some of his insights on The Secrets of Unreasonable Hospitality | Will Guidara

Follow me

If you liked this article, Follow Me on Twitter to stay updated!