What if every restaurant dining experience you had was extraordinary?
Last week at a conference I attended, Will Guidara, the mastermind behind the “Best Restaurant in the World”, renowned Eleven Madison Park, shared his secret: “unreasonable hospitality.”
And I’ve been thinking about it ever since.
It’s probably not what you think–no big, flashy gestures, no staged theatrics. Instead, he urges you to truly see people. To listen for the small clues they drop about what they really want.
Guidara’s team didn’t earn the “Best in the World” title by only serving flawless meals. They earned it because they listened—and acted. He shared a story of their pivotal moment: a couple came in for a special meal and casually mentioned that they’d miss out on one of New York’s classics—a hot dog—because they only had time for this one meal out. So instead of offering a polite smile and an “enjoy your meal,” his team went out, grabbed two New York hot dogs, and served them with the care and flair of a five-star restaurant.
That’s a story the couple will share for years, not just because it was unexpected, but because it was deeply personal.
It got me thinking: most businesses talk about how much they value their clients, but few leave clients with stories they want to share with all their friends.
So, how do you turn your client interactions into stories they’ll tell again and again? Be thoughtful, curious, and, yes, a little creative. Here are some thoughts on how to do it:
- Turn “Welcome” into “Welcome, You.” Instead of a cookie-cutter intro email, imagine a client’s first experience with you includes something specific about them. Mention a goal they shared, or drop in a fun fact they told you. Their first impression? That you’re genuinely paying attention.
- Make Their Goals Your Goals. When a client shares a big goal like they’re learning karate, make it your job to check in on their progress, long after the initial project wraps. Mark it in your calendar for three months out, then send a message asking how it’s going, so they know you’re rooting for them.
- Do a Mid-Project Reset. Most of us reach out when things are ramping or wrapping up, but midway through a project, what if you took a moment to check if they’re getting what they need? Think of it as a chance to stop, listen, and adjust. Maybe they want a different pace; maybe they’re juggling something unrelated. That check-in tells them you’re here to support them, not just provide the deliverables.
As I heard it, Guidara’s approach to “unreasonable hospitality” wasn’t about being nice—it was about seeing people. And that’s what creates the stories clients actually want to tell. When you listen for those small cues and act on them, you’re more than just memorable. You’re essential.
In my mind, this isn’t only good hospitality; it’s being a good human. Win-win.
Today’s Step Forward:
Pick one client and find a small detail they shared that you can follow up on—no strings attached. It might be a goal they mentioned, a detail about their business, or even the type of coffee they love. Show them you’re listening, and watch how it changes the relationship.
