Unreasonable Hospitality

Will Guidara‘s Unreasonable Hospitality captivated me for many reasons. My husband, a Culinary Institute of America graduate and Cornell’s Hospitality program alumnus, has immersed himself in this world for years. After 15 years of marriage (and plenty of kitchen disagreements), I’ve come to appreciate how deeply that perspective shapes everything he does. His precision, relentless pursuit of excellence, and belief that every detail matters are ways of thinking I don’t always understand, but this book helped me see them in a new light.

Guidara’s philosophy—exceeding expectations and creating unforgettable moments through genuine human connection—applies far beyond restaurants. Five key takeaways stuck with me:

• Maya Angelou said it first, and it continues to resonate: “… people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
• Hospitality isn’t a department; it’s a mindset.
• Surprise and delight turn ordinary moments into extraordinary ones.
• Experiences worth sharing create loyalty—and business growth.
• Generosity fuels success.

In an increasingly automated world, Unreasonable Hospitality is a powerful reminder of the impact of human connection.

If you’re in any public-facing business—retail, marketing, or service, Guidara’s book should be on your shelf.

Thank you to Jennifer Smith, AIA for the recommendation.