Unreasonable Hospitality: Lessons That Will Change Your Business and Life

When a book resonates so deeply that it compels you to order a physical copy before finishing the audiobook, you know it’s a game-changer. That’s exactly what happened when I discovered Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara. Like many others in the service industry, this book captivated me more than any other.

"Service is black and white; hospitality is color," Guidara writes. And let me tell you, this one sentence perfectly sets the tone for everything the book embodies. Hospitality isn’t just about what you do—it’s about the magic, the flair, and the thoughtfulness you bring to the experience. That magic is what separates good businesses from great ones, and it’s a message every entrepreneur should take to heart.

Why You Need to Read This Book

When I first heard about the book, I procrastinated on diving into it. It sat in my Audible library for weeks. But during a recent trip, I finally hit play, and from the first chapter, I was hooked. By the time I finished, I had a hard copy on my desk, ready for another read. It’s that impactful.

If you’re an immersive learner like me, I highly recommend starting with the Netflix series Seven Days Out. There’s an episode on the opening of Eleven Madison Park, the restaurant at the heart of this book. Watching that episode gave me a whole new appreciation for the level of detail and effort required to craft a world-class experience. As Guidara explains, “It’s easier to learn the right way to do things at the high end than it is to break bad habits.” That advice alone is worth its weight in gold.

The 95:5 Rule: The Magic of Intentional Splurging

One concept from the book that blew my mind was the 95:5 rule. Guidara explains:
“Manage 95% of your business down to the penny and spend the last 5% foolishly.”
Now, before you raise an eyebrow at the word "foolishly," let me clarify: this is about intentional extravagance. Guidara recounts how he imported outrageously expensive blue spoons for a gelato experience. This tiny detail elevated the guest experience beyond expectations.

To me, this principle isn’t just about money—it’s about thoughtfulness. That 5% of your budget can create moments that your guests will never forget. It’s not wasteful; it’s brilliant.

Lessons in Excellence

One of my favorite takeaways is this:
“The way you do one thing is the way you do everything.”
Think about it. If you’re sloppy with small details, like polishing a wine glass, how can people trust you with the big things? As Guidara explains, polishing a wine glass until it’s perfect is about more than appearances—it’s about building a culture of excellence.

This idea also applies to how you present yourself. If you dress lazily, what kind of impression is that going to give someone about how you take care of your business? Appearance, attitude, and attention to detail—all these seemingly small things contribute to the larger perception of who you are and what you stand for.

Criticism as Investment

I have to admit, I used to find giving criticism uncomfortable. But Guidara reframed this for me:
“Praise is affirmation, but criticism is investment.”
When you criticize, it’s not because you want to tear someone down—it’s because you see potential in them to improve. If you didn’t care, you wouldn’t bother offering feedback at all. This shift in perspective has been transformative for how I approach leadership.

Live Fully, Even on Bad Days

One of my favorite sentiments Guidara shares is, “Drink your best bottle, not on your best day, but on your worst.”
How many of us save the “good stuff” for special occasions? Whether it’s fine china, a luxury purchase, or even a dream you’ve been putting off, Guidara’s point is clear: life is too short to wait. Celebrate now. Live now.

Luxury vs. Hospitality

Another profound distinction of this book is this:
“Luxury means just giving more. Hospitality means being more thoughtful.”
In my line of work, I’ve seen the truth of this. My clients aren’t impressed by how much they spend—they care about the thoughtfulness and intention behind every detail. Hospitality isn’t about excess; it’s about creating meaningful, memorable moments.

Run Toward What You Want

Unreasonable Hospitality ends with this:
“Don’t run away from what you don’t want, but run toward what you do.”
This mindset shift is everything. Instead of focusing on fears, failures, or doubts, direct your energy toward your goals. Visualize what you want, and don’t let anything hold you back.

Unreasonable Hospitality is more than a book—it’s a manual for life, business, and the pursuit of excellence. As I closed the final chapter, I felt both inspired and challenged to elevate my own work. This is a book I’ll keep on my desk, referencing again and again.

Listen to the Wine and Dine Me Podcast episode via Apple Podcast and Spotify.

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