Unreasonable Hospitality

Being unreasonable can be associated with actions or behaviors that are not based on logic. Hospitality refers to the treatment of guests that makes them welcomed and appreciated.

I am in the midst of reading Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara. The book chronicles the leadership lessons the author learned as the general manager of the famed restaurant Eleven Madison Park in New York City from 2006 to 2019. Originally a two-star restaurant, he developed it into the number one rated restaurant in the world on the prestigious World’s 50 Best Restaurants list in 2017.

As much as the book is about the inner workings of the restaurant industry, it’s more about the power that exists in giving the people on your team and your customers more than they expect. Just like the famous quote by Maya Angelou, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”, the author believes in the positive impact of making people feel seen and cared for through thoughtful actions. And yes, it can be the little things that matter most.

The book is filled with numerous examples of going above and beyond for guests of the restaurant like waiters running outside and putting coins from their own pocket in the parking meters for guests, taking guests who had never seen snow before sledding in Central Park after dinner, and serving a genuine New York City hot dog from a street cart with a guest’s gourmet meal after she was disappointed about leaving the city before having one. I especially enjoyed a simple example he shared outside the restaurant. As he was paying for a quick haircut he received at a barbershop, the barber asked him which one he wanted. He was perplexed because he had just received his haircut. Then the barber pointed to the shelf behind him. On it were different types of whiskey and the barber handed him a shot glass. Totally unexpected, unique and thoughtfully directed to the barber’s clientele – guys getting a haircut.

The example lends itself to a central theme of the book that any business can be a hospitality business. We believe this too. We believe in the importance of making clients feel seen and cared for through thoughtful, purposefully personalized service.

In order to do this, it has to start with the team. The human-centered leadership lessons the author learned along his journey resonated with me. We were founded with the belief that if we hired really talented teammates and immersed them in a culture that engaged and inspired them, ultimately the clients would benefit. And, I have also learned most of those lessons along my journey.

From my perspective, one of the most valuable lessons he learned was to empower the team. Find the unique talents of each teammate and create opportunities for them to implement their own ideas on how to improve the client experience. Along the way, help them understand the “why” behind the importance of their work.

Greenleaf Trust is a service business. Like Eleven Madison Park, we intentionally strive every day to create a memorable experience for our clients. And, if you would like, we can even arrange a shot of whiskey after you meet with your team.

How does Greenleaf Trust differentiate its client service experience?

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We differentiate our experience by focusing on how we make you feel. Guided by the belief that people never forget how you made them feel, we prioritize your peace of mind and personal well-being, deliberately crafting a memorable, high-touch financial partnership centered entirely around your life.

Can I expect a highly personalized relationship with my advisor?

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Absolutely. We reject a one-size-fits-all approach. We actively listen to your story and intentionally design a service model that fits your life. Whether it is adapting to your unique communication style or celebrating personal milestones, your relationship with us is intentionally, purposefully customized to you.