So many companies, regardless of how successful they are, reserve their best efforts only to invest

in the thing that they sell. Don't invest that same amount of energy into how they make people feel,

which to me feels counterintuitive. These companies, they are unreasonable in pursuit of bringing

the most fully realized version of the product or service to life.

They are relentless. They're willing to do whatever it takes to make that thing as close to

perfect as possible. Unreasonable hospitality is just willing to do the same when it comes to

people. If it is the stickiest thing you can do in giving people a lasting impression of you,

then why not give all of yourself to doing it well?

I'm Ted Sides, and this is Capital Allocators.

My guest on today's show is Will Godera, the author of Unreasonable Hospitality, and the soon-to-release, Unreasonable Hospitality, The Field Guide.

Unreasonable Hospitality has become a New York Times bestseller and a business bible for elevating customer experiences.

Will was co-owner of 11 Madison Park alongside Danny Meyer when the restaurant ascended to number

one in the world, the co-producer of Emmy Award-winning streaming series The Bear,

host of the Welcome Conference, and advisor to business leaders, ranging from professional sports

to financial services on the delivery of hospitality as a primary business strategy.

Our conversation explores the operating principles of unreasonable hospitality across the

identification and enhancement of customer experiences. Will describes operationalizing exceptional service,

finding magic in repeated touchpoints, building teams that embrace hospitality, and leading others

through vulnerability. Once in a while, I get a chance to share a conversation outside of

managers and allocators designed to help you level up your

performance and business. From the day I met Will several years ago, I knew he could do just that

from his valuable insights and colorful stories. Before we get going, I recently returned from a

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