Become excellent. Be unreasonable. | Will Guidara for Big Think+

Will Guidara, owner of iconic restaurants such as Eleven Madison Park, explains how hospitality is the number one thing that can help your business truly succeed.
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Eventually, someone is going to make a better product, or build a better brand, than you have. The way to keep people from switching sides? Harboring a loyal customer base. The way to harbor a loyal customer base? Relentless hospitality.
Famed restaurateur Guidara credits his successful career to what he calls “Unreasonable Hospitality” - also the title of his book - which he achieved by abiding by three main keys: Being present, taking the work seriously (but himself less seriously), and creating individualized customer experiences. By considering how you’re making your customer feel, you’re fostering connections and lifelong memories your patrons will never forget.
Not only will these actions keep your customers returning to your business, but it will also work as a way of natural marketing; they’ll share stories of your service and draw even more people in, keeping your company alive.
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About Will Guidara:
Will Guidara is the author of the National Bestseller Unreasonable Hospitality, which chronicles the lessons in service and leadership he has learned over the course of his career in restaurants.
He is the former co-owner of Eleven Madison Park, which under his leadership received four stars from the New York Times, three Michelin stars, and in 2017 was named #1 on the list of the World’s 50 Best Restaurants.
He is the host of the Welcome Conference, an annual hospitality symposium that brings together like minded people to share ideas, inspire one another, and connect to form community.
A graduate of the hospitality school at Cornell University, he has coauthored four cookbooks, was named one of Crain's New York Business's 40 Under 40, and is the recipient of WSJ Magazine's Innovator Award.

[@MkNonsense66]

This guy is intense and chill at the same time

[@jasonckirby]

He takes his work seriously and he takes himself less seriously.

[@antonp9692]

A bit scary as well

[@carlosr192]

I went to college, read o lot of business books and shows like the apprentice etc but just after seeing this guy...I think I'm ready to open something. Quality and price without hospitality don't last.

[@jackieblue04]

Somehow I can't stand him 👀 😂 it's too much

[@Noquemacuh]

This is the longest Budweiser commercial I’ve ever seen.

[@CariMachet]

Genius

[@chkee17]

Unreasonable Hospitality. 1. Be present 2. Take ourselves less seriously 3. Create individualised experience. Invest into relationships building

[@4115steve]

If you don't innovate to make an affordable product customers won’t care for hospitality because they’ll ll feel taken advantage of. You have to innovate in a competitive market, unreasonable hospitality alone won't be sustainable.

[@converse5874]

4. find enough people who can pay unreasonable prices for your unreasonable hospitality so you can survive (let alone thrive)

[@SeanOHanlon]

​@@4115steve Not true. Read: 'Blue Ocean Strategy' and I guarantee you will see things differently.

[@chkee17]

Indeed, price affordability is a critical factor that must be taken into account.

[@susginoongBrian]

@@4115steveWell, when you’re competing with manufacturing giants that can cough out ten products in a snap of a finger, the only way to really create your own signature is to be authentically YOU. The price should be commensurate with what you’re offering but that also means that you should chase the customer that best suits what you’re selling.

[@CoryMckinnonHandle]

Everyone should spend at least 3 months working in the service industry. It will teach you so much not only about others, but about yourself.

[@richardesponja693]

Yeah, it kills you from the inside

[@starwarsunfiltered7848]

It also reminds us why an asteroid needs to come along and hit the reset button on humanity.

[@emedlearning9035]

Dealing with bullshits 😅😅

[@richardesponja693]

@@emedlearning9035 Men, I work in IT now. Can't believe how chill it is (you have to know things still), but it's completely different then retail. I don't even know I beared it so long in there, and even my starting salary was better.

[@alexalekos]

it taught me that i'm not obliged to satisfy every wish of the people

[@KoenRH2803]

Sounds great and all but, a key thing he doesn’t mention here is for this technique to work you need to respect and pay your employees well. You can’t force someone to care enough to be present while working. Give them a reason to invest effort and get them into a position to be able to give.

[@dances_with_incels]

Hard work and respect has to come from the employees first if they want more money.

[@johnnygrube]

And?

[@rmigalla]

I imagine the hospitality mindset likely automatically does this ☺️.

[@Mabdalla_hq]

The hospitality industry doesn’t pay foot soldiers All these owners and high managers never did the actual job They preach from another world

[@KoenRH2803]

@@rmigalla If that hospitality extends to their workers too, then yes 👍🏻

[@jgyasu]

I love how calm and composed he looks and acts, I wish to reach that state of calmness.

[@jaguartony]

It's called having an amazing salary.

[@joaoluizsn]

Looks pretty off and pretentious to me

[@jgyasu]

@@jaguartony oh yeah, I realise that! I wish to have an amazing salary is what I meant to comment XD

[@GwaiZai]

I don't go on youtube to say negative things in videos, but his delivery came off as super pretentious to me.

[@thisisfyne]

While this is an uplifting message, let's remember that being passionately unreasonable in what you bring to work (employer and/or customers) *should NOT happen at the cost of your personal well-being* and life goals. I believe there's a fine line between what he explains and people who just end up losing themselves because of their job or career. Gotta be careful here.

[@catatonicbug7522]

I think that when you are that passionate about the task, performing the task is what brings you joy and fulfillment. The idea is not that you are sacrificing anything for your patron, but sharing your own joy with them. When you are doing that, the work is part of you, and it actually builds you up to perform it. If the work is breaking you down, you're either doing the wrong work or you're in the wrong environment.

[@its3amagain.]

@@catatonicbug7522 let's be honest. 90% of people are doing the wrong job. I always told myself : "If I am not willing to do that without getting paid - I am doing the wrong job".

[@tw8464]

Crucial point

[@draco_2727]

​@@catatonicbug7522💯💯💯💯💯

[@samishtibhatia5183]

if it’s costing you your personal well being and life goals then i don’t think that’s what being “passionately unreasonable” is meant to look like for you. not you, the person im replying to. the abstract you we’re talking about.

[@ghostc1pher]

I have been critical of this channel's content. But y'all are cooking with this one. This idea of unreasonable hospitality resonates deeply with me.

[@keyyon7539]

You won't believe i have same profile pic as yours, but on my twitter (now x) profile.

[@joshuadrummond2842]

You guys are cool

[@EcomCarl]

Will concept of 'unreasonable hospitality' truly captures the essence of creating memorable experiences. It's a reminder that in the service industry, the magic lies in the details and the personal connections we forge with each customer. 🌟

[@drchops]

Wankiest comment I've ever read

[@Mkbshg8]

Budweiser adverts have got sneaky.

[@SteffanDx]

The comment nobody knew they needed

[@Mkbshg8]

@@SteffanDx Always remember half of the population are below average IQ. Sometimes they need it spelling out to them.

[@noreenahmed527]

Im in social work and often wonder how that field would transform if it took more notes from the field of hospitality. I often feel like I’m doing my best when I treat my clients the way those in hospitality treat theirs ❤

[@TheRealDasluft]

I worked hospitality for years during my youth and this is probably the best summary of what I learned. Those lessons have helped me in my career for the last thirty years. If had to sum it in a few words it would translate to… “you cannot catch flies with vinegar*

[@JulianK67]

What do you mean by that?

[@sygad1]

@@JulianK67 it means be nice to people, leave a sweet memory, vinegar, metaphorically, leaves a nasty taste in the mouth and represents a poor experience

[@JulianK67]

@@sygad1 thank you for the explanation 💪

[@laurencollins2076]

I have lost count of how many well established brands have lost my loyalty because they turned an excellent product to shite by shrinkflation, swapping to cheap ingredients etc, which shows contempt of your customer

[@tw8464]

Yeah they are quickest to betray the very people who keep them alive. It's sad and mind-boggling.

[@TheChupacabra]

This is another NYC move. But the Wall Street side. Venture capital is always hunting, relentlessly, for strong brands with high quality goods. That’s where there is a lot of meat on the bone. They buy it, maintain the high prices, but cut materials cost and labor cost to maximize profit. *Beg founders to stay at their companies.* Otherwise it’s a fiduciary duty to make - any and every thing you’ve heard of - suck

[@tw8464]

@@TheChupacabra good description

[@skrollreaper]

fire, I got a few clients for art, one who is a very low paying job, and I have been prioritizing portfolio/ the higher paying job with more attention. thinking since its low paying I can take my time. and the client mentioned to take all the time I need. but in the back of my head I felt that guilt or unease from not working on it, when there isnt much left to do on it anyway. this video helped. just treat every one like you are a server, and each table needs to be waited on; not just serving food, but greeting, making sure they are noticed, bringing refills, complimentary chips, etc. regardless of if there will be a tip or not

[@JohnFerruolo-jh7yt]

This guys just said it!!!!! You want success in anything your relationship your kids or yourself you choices.."ONE SIZE FIT ONE"

[@williampope3503]

Art is not a service, it's somewhere between expression and entertainment. If you're trying to make it for one person at a time, you'll get lost trying to please others. Your taste is what matters, and people will either like it or they won't.

[@HenryClymerStrategies]

One of our top goals at our company is to be a financial hospitality company, not a financial services company. That came from Will. It becomes so much deeper when you realize what is at the core of it all. Family behind us and their future ahead of us.

[@AttackChefDennis]

Going above AND beyond.......For 31 years, I have tried to apply this motto to everything I do in a restaurant kitchen. It's a hard line to walk and even harder to get the team on it as well, AND HOPE you get noticed. As someone recently told me, "I picked a Hard Road to Walk...." 2 knees, 2 vertebrae and both shoulders would agree with that.

[@DetlevObst]

I was impressed by Will's sense of hospitality and its elements of grace, being in the moment with each, individual customer.

[@chillaxsnip3r93]

I agree with what he is saying. Being in the service industry for 10 years or so now. The one thing that I will say is this loose quote from the Bear, “you can’t teach people to give shit”. That is something that an individual needs to see for themselves.

[@JohnFerruolo-jh7yt]

Took my 25 plus years of kitchen life of hospitality, & created a water activities spot on the beach in Fla! ( the hint is its not my product i rent on the beach its me) My 3 Pillars for success and what I tell customers 1. Safety 2. Quality 3. HOSPITALITY - Which i wanted 1st because i know the key factor of success with customers, is CARE ... but with 4 million doller in insurance etc, SAFETY 1st kids!! $GOLD FACTS. the old saying goes- "Treat people like you would want to be treated".

[@m.wasifzaki6663]

Why was my face smiling while I was infecteuously immersed, reflecting the beauty of excellence in serving unreasonably with Guidara? Remarkable! 😊❤

[@tw8464]

This man lays it all out clearly and concisely. Everything he says is key.

[@jordanmumaw2310]

There really is wisdom here. This is a great person-centered approach to human relationships. In the family, in the business, in the neighborhood, in the governmental body, and in society. The element of an interaction that most people remember is how they FELT.

[@Fanouriou]

I remember the funeral of my grandmother. My aunt and grandfather had made a scene and stunt that put my father and other aunt in a foul mood. We thought let auntie have her grandstanding and we took greataunt and the rest of the family out to eat in a chinese cheap resturant. Great aunt didn't really care for chinese food and said maybe I'l have a shrimp sandwich with mayo! The guy took the order and when all the food came he came along with two shrimp loaf and mayo sandwiches with a lemon slice! And the comment I just sent the kid down to the baker down the street. Elder relatives should have what they like in a sombre occation! When the chinese food place moved places my family went the extra way to keep going with them, because we remember that kind of service!

[@joeyjoejoejeoejojoeshabadoo]

Incredibly powerful message that's easy to miss or gloss over. I fucking love this channel.

[@numberfeed3773]

Wow! Thank you. I think the same way of a fast food chain here in my neighborhood called Culver's. It's like they hired the best and most well-mannered teens - Its my daughters favorite place and it tips that balance somewhere that we have all our humanity intact. Thankyou again.

[@macdisciple]

He is spot on about building relationships.

[@rogersnick17]

I love this man's mind & philosophy .

[@sihr07]

This is inspiration without cheesyness. We need more of this❤

[@gynat5968]

11 Madison Park was the pinnacle of dining on the East coast. I am grateful to have had the opportunity to experience it.

[@KaritKtana]

Was, but isn't anymore?

[@LadyPantera57]

This is definitely how I work, but my unreasonableness does make me difficult to work with. I can't help myself, "good enough" is never good enough, it has to be quality. That's why people come back to me, they feel cared for.

[@TrippSaaS]

I used to work at Nordstrom and recall hearing a story about how the first location used to be a tire shop and a lady came to return a tire only to discover it was a department store. They still let her return it.

[@localfriendtourEcuador]

Tourism is my passion that's why I began to create experiences. I wish I can know how to reach more clients.

[@thehonouredone3634]

Gold Video, really loved this guy, didn't feel even 1% business in his words, only unreasonability! Thankyou big think.

[@betterenglish2426]

Thank you for introducing me to a national bestseller. This is exactly what I need to know.

[@Ben-id3op]

That’s all very well if your apart of the few that can afford that luxury. The rest of the world gets by on what is on offer and is thankful for it.

[@laurencollins2076]

💯 agree relationships are key. But that extends to your employees as well, build respect and enthusiasm in them, and it will pass onto their passion for the work and relationships they build with the customer

[@tw8464]

Exactly. Be hospitable to the employees also, by genuinely paying them.

[@johnkakuk]

GOD I love this. Taking care of people in ways they don't expect is one of the greatest pleasure in life if you ask me.

[@lookup9078]

Whatever your craft, do it with passion.🤺

[@WillyMakesMusic]

This guy is a genius and seemingly a really great guy

[@gardencompost259]

My wife and I treated ourselves to a stay at the Broadmoor in Colorado Springs. Was treated with respect, dignity, and exceptional service. Yeah it was expensive, but relaxing and totally enjoyable. Yeah, I get what you mean.

[@nathanjmansfield9969]

Powerful and beautifully inspirational. Makes so much sense!!

[@damarissilva8]

Do you have the full interview available?

[@thesubinsebastian]

Thankyou Sir, this was beautiful

[@tpop3723]

This had all of the appeal and interest of an 80’s Brian Tracey/Tom Vu infomercial.

[@maidinulster]

Brilliant, think this unreasonable thing may be something we can use throughout our lives to others

[@ifeoluwadayoadeoluwadotun7197]

Thank you Big Think for the video.Please can you a session on any facilities management company

[@brandonweemhoff9242]

Focus on mastery in whatever you do.

[@sygad1]

this guy KNOWS how to tell a story, I could listen to him read the phone book

[@marlonjourney4089]

Plain and simple: To grant an excellent and memorable experience to customers. Now, this the kind of stuff that involves all the parts in the business, from management to employees and the patience and true intention to serve asa powerful tool, not as a type of art.

[@dannydentarkis6482]

For those who are ready to hear it, the message in this video will literally transform their lives if they adopt its teachings.

[@andrewcayer3099]

You are a man of Great Service.

[@ciccio0448]

that’s powerful

[@gorzillak2793]

I love this ❤ thank you for making this video. Everything been said is so true 🙏😇

[@robertdouglas8895]

The valuable feelings are love when you are serving, not when you are being served.

[@silverliningart2183]

One could also argue that having the same budwiser the dad had everyday would be underwhelming when he went to go out for a special meal... not sure if I'd incorporate all this advise without question into other industries. But yeah, a little bit to give a little extra service goes a long way !

[@Tiger74147]

Can all the executives and shareholders watch this? Short term profit strategies that destroy loyalty via increasingly consumer-hostile practices means the destruction of the company. How can business schools and the like fail to recognise this? How can they take a "five year plan" mindset seriously?

[@truepotential206]

Simple and beautiful. I d buy a master class by him

[@KyleByquist]

"forks" is one of the best episodes of television of all time

[@PhuongLe-kv1hy]

Good point in our modern service

[@zaidisphotographers]

Incredible ❤

[@3arcovich]

Providing Graciousness to Others.

[@user-pe2lw1ze8i]

Fantastic mindset

[@phonologic]

Great message and book but I could have done with a spoiler alert for The Bear. I’m only on season one.

[@NorinRad009]

I really like this. Thanks team!

[@SmrtSocial]

Love this concept. This used to be what put Disney parks at the top of entertainment and hospitality.

[@wanghaowang5790]

Thanks for sharing

[@jaimecarrillo7606]

Absolutely great video

[@Jesusandmentalhealth]

So good!!

[@effay83]

in my line of work they want to standardized everything. Bespoke takes up too much time and effort and is inefficient. Unless the customer is paying for that, which in most cases, they aren't. Looks like in these fancy restaurants, people are willing to pay for whatever. But good service is hospitality. Be nice, smile and greet your customer, understand their need/order, and deliver the service or product.

[@ruthiebast4222]

This is brilliant

[@rayzewis3361]

3 minutes ago is crazy

[@gabypaa]

Well said! 🙌🏼

[@Badkhela]

People forget what was said, people forget what someone did, but people dont forget how they felt.

[@naraqb]

What about Japanese Hospitality? I don’t feel his 3 principles apply there… (but I might be wrong, I’m really curious to see another perspective )

[@icyQ243]

Amazing...

[@akshaybarala4442]

That's gold

[@jedibane]

I’m a transit driver. If I’m on if I’m doing my best. If I’m delivering the service as well as I can with kindness and an attitude of gratitude then most passengers pick up on that. It makes a better day

[@safarisaev8608]

Love it

[@Thejericko17]

The Bear is one of the best show on television. They did their research for that show.

[@AttackChefDennis]

31 years in the industry PPPHHTTP to that show. So what, that happens 1000 times a day across the world. Where are their shows. Also, another good-looking asshole chef.

[@ritabanbasak7062]

Good video❤

[@Taksheel]

Did not expect to see a big thing video with a bear thumbnail

[@dariorodriguez6087]

So romantic, yet so narrow.

[@ms.laterholmes2890]

Customer service, internal and external customers internally, paying them… externally, taking care of the needs…

[@adriannavilla998]

A video about uncompromising excellence & quality and there's a typo in Restauranteur...sigh

[@strandingstranger]

hey! thanks, adam sandler

[@TheDAZ1001]

how to win friends and influence people - Basically the principles of this book.

[@esgosar]

outstanding

[@rmigalla]

The ancient Greeks called this Xenia. Maybe we're finally ready to give it a try 😉.

[@sutats]

Try getting a reservation at Dorsia.

[@veliveli8996]

Dude is seriously channeling his inner Ferris Bueller. Or Abe Froman…

[@mbeeck]

He speaks like he means it

[@cgvda7205]

How to balance having a relentless drive and not being burned out

[@o021455]

Dead on. Great video!!

[@-handala-]

This is it.

[@monkeyDkaptaan]

I click because of the lip's thumbnail

[@lucidpoet]

Heard, chef.

[@glenpang5025]

What is a bodega? A fancy word for 7-eleven, convenience store, mom & pop shop.

[@amarnamarpan]

Thinking about it in retrospect, I feel that this is a scholarly way of making yourself a SLAVE of capitalism. I'm in no way insulting your methods or ideologies. It's just that dedication towards your service and in fact considering yourself a slave to a greater cause is probably a good thing. Or maybe it's not. Who knows. If making profits mean you have to lose yourself in the process, so be it. If making profits mean forget about your own dreams and priorities, and make others dreams and desires your priority, so be it.