The Little Things
Will Guidara’s book had been on my nightstand for a little over a year. I was so moved by The Bear’s Season 2 “Forks” episode, that I had to zoom in to discern the title on the now famous yellow book jacket: Unreasonable Hospitality. Hmmm. Worth investigating for sure, and a bit of investigating led to a purchase.
Fast forward to mid-2024. I read it cover to cover again. I listened to it on Spotify while I did chores around the house. And, seemingly overnight, this book began showing up everywhere. It has taken the hospitality world by storm and is spreading to other industries - justifiably so. Almost every one of us at RED VELVET has now read it, and we are embracing many of its philosophies. I’m constantly encouraged by how it is continuing to lift what I felt was already a strong and steady team culture. I mean, there’s so much GOOD in this book. If you haven’t picked up a copy (or listened to it) yet, I implore you to do so. It will change your outlook on business and service - a business we are ALL in - in ALL the best ways.
It is one thing to demonstrate Unreasonable Hospitality, which involves seeking out ways to create extraordinary experiences and giving people more than they could ever possibly imagine or expect; it is quite another to experience it. Experiencing it — especially when it comes as a gift or, even better, packaged in the unexpected — creates a virtuous cycle. You give more to get more, and so on and so forth. All boats rise with the tide (I’ve always loved that phrase, and I am such a believer in it!).
Credit: FOX
“How you do anything is how you do everything.”
I heard this phrase years ago at my first job at J. Walter Thompson in New York City. A (very wise beyond her years) strategic planner named Eliza had taken me under her wing, and I spent hours in her office soaking up everything she had to teach. She had dozens of sayings, but this one stuck with me, and I thought of it often. When I ran across it again in Guidara’s book, it struck me differently. As a leader and mother, I am now not just practicing how to consistently be mindful of the little AND big things, others are watching me and picking up cues. And let’s be honest, in 2024, we’re a culture of watching each other. It’s not just about those who have tenure or ‘experience,’ because experience comes in all shapes and sizes and from all places and spaces now. We’re students of and teachers for each other. I witness the watching, the feedback loops (both positive and critical, but all of them respectful) and the efforts for improvement at our company. We’re attempting to adopt this way of being and doing, and holding each other up - a continuous reminder of the high standards we share (and buy into as a value). We will never be “perfect”, but that’s not the point. The point is to live in our values of High Standards, a Strategic Approach to everything, Reverence for the Craft, and Consistent Application of best practices. This philosophy will alter our landscape and it is fascinating - and thrilling - to be a part of.
We are seeing and feeling it from our friends and colleagues too.
A few months ago, a partner of ours, Contigo Catering, invited us for lunch at their tasting room. To say the experience was seamless would be putting it lightly. Was it fancy? Yes. But was it accessible? Warm? Real and unreal at the same time? Yes, Yes, Yes. Our host, Anna, spoke of the training program they all went through and how strong it was. That much was evident from how coordinated the experience was - from the detailed table setting, to the menu and flavor profiles, to the conversation. Halfway through the meal, the Experience Director came out to meet us, and I asked what the special sauce was in the training program. “Have you heard of the book ‘Unreasonable Hospitality’?” he said. Of course. It’s a game changer.
Credit: Contigo Catering
The meal and all that was associated never felt rushed, inauthentic, or that they were trying too hard to be “perfect” (just excellent). The food, the staff and the full experience at Contigo Catering was unforgettable. All because they went above and beyond to ensure that it was (including celebrating a birthday with a crown set at the table for the guest of honor). Every little thing was consistently incredible.
People remember the little things and the big things. After all, they have the potential to add up to one big amazing experience that leaves an indelible impression. As an experiential marketer, I can’t think of anything more important than that.