In Unreasonable Hospitality, restaurateur Will Guidara tells the story of transforming Eleven Madison Park from a struggling New York restaurant into a world-renowned destination by treating hospitality as a creative craft, not a script. He shows how “going beyond” is not about grand gestures all the time, but about building a culture where teams notice what matters, act with intention, and turn ordinary moments into stories people repeat for years, whether that means surprising guests with a whimsical, bespoke experience or elevating the smallest details so excellence becomes contagious.
Guidara then widens the lens: hospitality is not limited to restaurants. Any organization can choose to be a “hospitality business” by making customers, colleagues, and partners feel seen, valued, and cared for. Through vivid anecdotes and practical leadership lessons, he argues that the competitive advantage many teams seek is surprisingly simple: give more than people expect, more thought, more generosity, more ownership, and design systems that empower everyone to deliver it.
"The little things add up to make a significant difference... you approach building organizational culture and servicing those around you. At the end of the day, security is a business enabler and understanding how we can make the process better for the business."